shADe

About

Consumer information platform to help identify sustainable retailers

shADe empowers everyday consumers to take back control of their choices and consumption habits from ‘fast fashion’ players. It is a browser extension that blocks digital content from unsustainable brands, recognising the often deceptive marketing strategy of ‘greenwashing’ to promote and sell garments to consumers with misleading claims like ‘eco-friendly’, ‘low impact’ or simply ‘sustainable’ while they continue to operate unethical and unsustainable business practices. shADe is designed to recognise brands and logos which it then compares and maps to a trusted database of company sustainability scores, giving the consumer the ability to make more informed fashion choices.

Graduates

Fatimah El-Rashid
Royal College of Art
We’re an all-female team who developed shade with the intent to disrupt the power dynamics between consumers and the brands they shop. Fashion companies know that consumers play a key factor in determining the market, which is why digital marketing accounts for a substantial part of their total budgets. And it’s for these reasons that we identified the avenue through which shade can make the most impact -- through the consumer’s eyes. shade's core goal is to empower consumers to make more sustainable fashion choices that have long-term impact on the environment. more
Sille Eva Bertelsen
Royal College of Art
We’re an all-female team who developed shade with the intent to disrupt the power dynamics between consumers and the brands they shop. Fashion companies know that consumers play a key factor in determining the market, which is why digital marketing accounts for a substantial part of their total budgets. And it’s for these reasons that we identified the avenue through which shade can make the most impact -- through the consumer’s eyes. shade's core goal is to empower consumers to make more sustainable fashion choices that have long-term impact on the environment. more
LinkedIn
Jenny Hu
Royal College of Art
We’re an all-female team who developed shade with the intent to disrupt the power dynamics between consumers and the brands they shop. Fashion companies know that consumers play a key factor in determining the market, which is why digital marketing accounts for a substantial part of their total budgets. And it’s for these reasons that we identified the avenue through which shade can make the most impact -- through the consumer’s eyes. shade's core goal is to empower consumers to make more sustainable fashion choices that have long-term impact on the environment. more
LinkedIn