At the Cannes Lions International Festival of Creativity in June 2022, a denim mill from Lahore stood among the world's leading brands and agencies. CO2AT, Azgard9's oxygen-producing garment, won a Gold Lion in Design for Promotional Item Design and a Bronze Lion in Lifestyle, Fashion, Leisure, Sport & Outdoor. Campaign Brief Asia listed Azgard Nine Limited, Lahore, with its agencies, among the Asian winners in the Design Lions.
CO2AT is the first garment that absorbs carbon dioxide and releases oxygen. It is also antibacterial, anti-odour, antiviral, water-resistant and repellent. Its hood is treated with photosynthetic microorganisms that neutralise the impact of its production and produce about the same amount of oxygen as an oak tree. With proper care, each CO2AT can produce oxygen for four years, after which it can go back to the lab so the organisms can be reactivated.
Azgard9 made 200 CO2ATs as a simulation of a Fall/Winter 2043 collection and sent them to major fashion brands and media. The aim was to show big fashion retailers that a future with truly green solutions is already possible. In their first seven months, the 200 garments turned 204 kg of CO2 into oxygen.
The project was created with the agencies This is Pacifica (Matosinhos) and Stream and Tough Guy (Lisbon), with the science from Post Carbon Lab in London. In the same year, CO2AT won a Gold Pencil at The One Show 2022 (Design: Innovation & Transformation) and was recognised at D&AD 2022 in Direct and Creative Transformation.
Key facts
- Cannes Lions 2022Gold Lion, Design (Promotional Item Design); Bronze Lion, Design (Lifestyle, Fashion, Leisure, Sport & Outdoor)
- The One Show 2022Gold Pencil, Innovation & Transformation
- D&AD 2022Direct and Creative Transformation
- Units made200, as a Fall/Winter 2043 collection
- Impact204 kg of CO2 converted to oxygen in the first seven months
- Lifespanoxygen production for four years with proper care
The awards put Future Before Fashion on a global stage, and showed brand partners what a denim mill can contribute to the future of fashion.
eshow/-award/43439/co2at/ · https://www.dandad.org/awards/professional/2022/235384/co2at/
