Beyond the Drop - Reimagining Streetwear Culture

Beyond the Drop is a project that allowed me to explore how sustainability can be reimagined within streetwear culture while maintaining the hype, exclusivity, and individuality that Gen Z values. Through developing interactive elements like upcycled fashion concepts, a foldable zine, and seeded-paper designs, I was able to challenge traditional perceptions of eco-conscious fashion and make sustainability feel aspirational rather than restrictive.

This project taught me the importance of balancing creative expression with real-world functionality, ensuring that both the design and messaging resonated with my audience. The iterative process—from research and ideation to prototyping and testing—helped refine my approach, especially after receiving feedback on materials, branding alignment, and interactivity. It reinforced how essential audience engagement is when shaping a campaign, as well as the impact of tangible, hands-on experiences in making sustainability more accessible.

Beyond the Drop was an exciting opportunity to merge ethical fashion with streetwear aesthetics, demonstrating that sustainability doesn’t have to compromise creativity or desirability. It pushed me to think more critically about design, branding, and storytelling, showing me how fashion can be a tool for both self-expression and positive change.