Thread Count draws on forecasted and current trends, solutions to researched barriers to extending the lifetime of garments and pitfalls of existing sustainable fashion initiatives to create a stylish, educational zine that makes fashion sustainability feel like a trend instead of a chore. With the aim of reducing fashion overconsumption, Thread Count helps young adults see behind the trends and the labels to feel more confident wearing, caring for and styling their wardrobe.

The zine aims to spotlight sustainable fashion practices through its articles, featuring local Brisbane fashion houses, mending advice, styling tips and think pieces that create engaging and informative content. Due to the current trend of “niche and cool-girl” brands, items and publications gaining more traction and fostering more retention, Thread Count slots perfectly into the chic, underground media that our target audience wants to engage in.

By distributing Thread Count via local businesses frequented by our target demographic, we are much more likely to engage consumers that are on the fence on sustainable fashion. By presenting Thread Count as a stylish piece of media, we aim to educate our readers without them actively seeking out the education, slowly changing the fashion culture one article at a time.