The environmental implications of clothing and fast fashion is huge. Change within the industry is slow moving and real progress can only be achieved by actively shifting consumer buying habits and consumer relationships with their clothing. 'Thirsty Egos' has been produced as a brand proposal, taking a unique approach that complements my entrepreneurial qualities as a designer and desire to package designs up as a business.

Thirsty Egos is an environmentally conscious clothing brand producing augmented reality integrated garments increasing consumer-product engagement with the aim of encouraging greater thought and value on the ethical and environmental implications of their clothing choices. Blockchain technology has been utilized to provide transparency of the manufacture process, something that is kept behind a tight veil and a questionably grey area for a lot of the fashion industry, further redefining the consumer outlook on how their clothing is produced.