I-did was founded by Mireille Geijssen in 2009 and started as a slow fashion brand in womenswear with a social and sustainable goal. After several years she changed the business and created new design products out of overstock from fashion brands in her growing atelier, it became an upcycling business with a social atelier at the heart of the business.
I-did collaborated with fashion brands like Sissy Boy, Gsus of industry, Claudia Sträter, Ilja Visser e.o. and created unique upcycling pieces out of their overstock. Although these fashion brands were interested still the fashion industry was not ready for these sustainable innovations. In the meantime, Michiel Dekker joined forces as a business partner and i-did widen their market and are now producing for organizations like Ikea. They also develop design products out of recycled vilt for different brands like Superdik, Zeepje e.o.
In 2012 my service was to help and support Mireille Geijssen in focussing on the brand purpose and the new business model as defining the brand identity of i-did. Also, I created the new website and produced brand images for a special exposition in Central Museum in Utrecht about craftsmanship. And I defined the brand identity of each fashion brand I-did worked for, so the upcycling products were in line with each unique fashion brand.
Brand Identity / Business Strategy
Website / Brand Image