A London-based artist has created a clothing collection inspired by rubbish she collected from Regent’s Canal.
Marta Morientes, 28, who works for DUDE, a creative advertising agency based in Tower Hamlets, painted 14 clothing items with imagery of litter she and others on the team collected from the canal.
The project called The Rubbish Collection was sparked after Morientes became concerned when she noticed the large amount of waste, including drink cans and plastic, in and surrounding Regent’s Canal, which is right outside DUDE’s office in east London.
She said: “Now I can’t unsee it.
“It’s just insane how much rubbish there is.”
The ‘Rubbish Collection’
Morientes wanted to turn the rubbish into something beautiful and create a clothing line using her signature art style.
She started painting more seriously during the 2020 Covid Lockdown and saw the project as an opportunity to merge her interests.
About mixing her work as an artist and a creative, Morientes said: “I’m someone who can’t stay still.
“It just all blended together perfectly.”
Curro Piqueras, chief creative officer at DUDE emphasised they wanted to align a project to the company’s values.
He said: “We wanted to make picking up litter something sexy and fun.
“If we want to influence people into cleaning up the canal, how can we do it in a way that is suprising?
“That you have never seen before.
“It is a perfect representation of what we do.”
About the relative freedom they have as a small company, Piqueras said: “We can actually put our resources where our heart and mind is.”
Partnership with The Skill Mill
The team at DUDE wanted to donate the profits to an environmental based charity or initiative.
They decided on The Skill Mill, a social enterprise that provides employment opportunities in environmental management projects to young people aged 16-18 who have been through the justice system.
“They are amazing,” Piqueras said.
“Their mission is very important.”
About the partnership, Keti Matchavariani, communications manager at the The Skill Mill affirmed that their goals aligned well.
The clothes are printed at the time of order as it was important for both companies to not contribute to further waste.
DUDE was interested in partnering with The Skill Mill because they led the clean up initiatives for World Cleanup Day on September 20.
Furthermore, The whole DUDE London team joined The Skill Mill to Litter Pick around Hackney Marshes to mark the day.
Matchavariani said: “It shows how authentic and honest they are about bringing the message.”
She emphasised that along with the clear financial impact for The Skill Mill, she hoped the overall message would have a positive impact on local communities.
She said: “We all need to act and get our hands dirty.”
Impact of the project
Morientes described the project as challenging and exciting due to the new technical aspects to creating their first clothing line.
However, she would love people to wear her unique designs.
Morientes hoped the project would make more people aware of the rubbish and encourage them to contribute to cleaner canals for the local wildlife.
About her experience creating the project, she said: “It changed something in me.”
In his personal experience, Piqueras said: “We discovered that actually you can take action, something that I didn’t know before.
“I think that us as individuals can really change things.
“It rewired my brain.”
Piqueras is aware that the impact is limited but hopes it will bring awareness and encourage people to get involved.
He said: “Hopefully we help people understand that you can be involved in cleanups and it is a fun activity.”
DUDE launched the collection on Friday September 19 ahead of World Clean up day.
All the profits from the clothing line go to The Skill Mill.
For more information about The Rubbish Collection, click here.
Featured image credit: DUDE London
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