Azgard9’s Oxygen-Generating Garment Wins Big at Cannes Lions – Sourcing Journal
Azgard9 won three Cannes Lions International Festival of Creativity accolades last month for its oxygen-generating CO2AT garment.
The Pakistani vertical denim factory received a Gold Lion in Design for “Design of Promotional Items” and two Bronze Awards for Design in “Lifestyle, Fashion, Leisure, Sports and Outdoors” and Creative in “Corporate Purpose and Social Responsibility”. The garment was also shortlisted in the Creative B2B category of the competition.
The innovative garment is the product of the repositioning of Azgard9 which focuses on the development of environmentally friendly products and solutions. In 2020, the factory hired Portuguese creative agency This is Pacifica and strategic agency SaTG to lead the effort and landed on two main concepts: “Future Before Fashion” and “Mainstreaming Sustainability”.
Developed in partnership with the Post Carbon Lab in London, Azgard9 treated 200 CO2AT with microbial pigmentation. The treatment makes the garment behave like a plant by using photosynthetic microorganisms, a process by which plants convert carbon dioxide into glucose and oxygen.
“The idea behind this project was to bring another way of looking at sustainability,” said Bernardo Lago Cruz, business development manager of Azgard9. “Today, sustainability is linked to the restriction of consumption, [but] we wanted to show brands that we could bring a new concept that uses nature with fashion and textiles.
During its life cycle, the garment releases oxygen and improves the immediate environment of the wearer. It also neutralizes the impact of its production and produces about the same amount of oxygen as an oak tree. The garments were distributed to Azgard9 customers and media as a future item in its Fall/Winter 2043 collection.
Cannes Lions is the largest gathering of the creative marketing community. This year, the creative themes of the festival focused on topics such as sustainability, data and technology, business transformation and diversity, equity and inclusion.
The awards, Lago Cruz added, confirm that the project has done exactly what the company intended: to tie Azgard9 to innovation and improve the perception of Pakistan in the world.
“We want to show the world that a Pakistani denim factory has won one of the most prestigious design and innovation awards, beating brands like Google, Coca-Cola and Mastercard,” he said. he declares. “This example should allow other companies in Pakistan to excel.”