Heck - Charity Shop Challenge
The Heck project was an exercise in karma and mass participation. I sourced second-hand T-shirts from charity shops, before adding my own design elements and Heck brand labels, and releasing the altered clothes back into the charity shop circuit. The labels had a web address for the Heck website, where the purchaser of the Heck brand T-shirt could register and post photos.
Before long I was really interested in promoting the brand, and created sticker packs that eventually found their way as far as New York. The idea is that the project promotes recycling and charity shopping to a young, hip market, and generates more revenue for the charities involved.