Solving a Hole-y Problem One Sock At A Time
Andrea had her ah-ha moment one day while tidying up around her Chicago home..
On the upside, her husband had cleaned out his sock drawer. That was awesome.
What wasn’t so awesome was the pile of hole-y ones that were being tossed out in the trash.
As a conscience city-dweller, she’s always tried to be mindful of doing things in a way that would have the least impact on the environment.
So she thought there MUST be something better to do with these old socks than pitch them into a landfill.
This is how the idea for her business, “MY BASIC REVOLUTION” was born. And how she became my client.
So Is There Really A Problem?
Yes, and it’s BIG.
According to Green American Magazine “Unraveling the Fashion Industry”:
“Even though many Americans donate clothing, textiles still make up a shocking amount of the US waste stream. The EPA reports that Americans generate 16 million tons of textile waste a year, equaling just over six percent of total municipal waste (for context, plastics make up 13 percent of our waste stream)...Recycling textiles can keep materials out of landfills and incinerators as well as reduce need for virgin fibers by extending the life of existing ones. In the processing, the reworked “new” product is then re-spun into yards of threads and ready to be used for weaving or knitting into new products.”
Becoming Part Of The Solution
To be a part of the solution to a growing problem, Andrea created a company that helped people do something small that--when multiplied--would create a much bigger impact.
“My Basic Revolution” is a subscription service with the simple goal of decreasing what ends up in landfills. It gives folks a simple way to recycle their old, unusable clothing while also replacing your old socks it with new sustainable pairs.
You get the new socks shipped in a box with pre-paid postage to send your old stuff (in that same box-no waste) to a responsible recycler.
According to Andrea, the company’s founder, “You’d be surprised what your old clothing can be turned into. An old t-shirt might be sent off and turned into wipe rags. Other items might go to a fabric recycler to be broken down and turned into insulation, stuffing for automotive seats, or new textiles.”
So Andrea became a client who needed to show off her socks! That’s where I came in to do a personal branding photography session for her.
Socks Really Are Important
They may not seem exciting, but they sure are important to foot comfort and health. And you definitely notice them when thy don't fit well, become stretched out, or get a hole!
Whether the feet they were on were relaxing, running, or just staying warm, there's plenty of good stuff to highlight.
And how nice to have new ones show up at your door followed by a responsible plan to get rid of old ones!
One win for the planet!
We did the photo shoot outdoors, because Andrea's goal was to show all the outside stuff that feet get into, and therefore depend on a comfortable sock to feel good doing. Yes we did put socks on Dee the dog. She just wanted to help.
Like "My Basic Revolution" (https://www.mybasicrevolution.com/), every small business story is unique! That is exactly why the stories behind the business are important to tell in an authentic way.
Whether you are trying to save the earth or help entrepreneurs thrive, your personal brand is yours alone.