Repairing is the new buying. Together with Circular Berlin and FixFirst, we launched REPAIR DEAL—Berlin’s first city-wide repair pilot for jeans. The initiative makes textile repair visible, affordable, and mainstream. As part of the EU research project SOLSTICE, the campaign kicked off with the REPAIR DAYS in Berlin, reaching thousands of citizens through OOH, public transport screens, and social media. The goal: 1,000 jeans repairs, a wave of positive media coverage, and a scalable blueprint for circular fashion systems.
Every year, millions of garments are thrown away—often because repair feels complicated, expensive, or old-fashioned. In fashion communication, “new” still dominates, while repair remains invisible. The challenge: how to make circular behavior desirable, accessible, and as intuitive as buying something new?
Problem
Every year, millions of garments are thrown away—often because repair feels complicated, expensive, or old-fashioned. In fashion communication, “new” still dominates, while repair remains invisible. The challenge: how to make circular behavior desirable, accessible, and as intuitive as buying something new?
We designed and branded REPAIR DEAL as a tangible, city-wide invitation to rethink consumption. The project gave Berliners a 50% discount on jeans repairs at local tailors. Users registered online, received a digital voucher, and dropped their jeans off nearby. The campaign’s tone was fun, urban, and a bit salty—avoiding eco clichés.
We developed the name, brand identity, visual system, and communication strategy, and led all rollout activities: OOH, in public transport, social media, and point-of-sale materials. The REPAIR DAYS activated press and influencers by combining workshops, live repairs, and community engagement.
Solution
We designed and branded REPAIR DEAL as a tangible, city-wide invitation to rethink consumption. The project gave Berliners a 50% discount on jeans repairs at local tailors. Users registered online, received a digital voucher, and dropped their jeans off nearby. The campaign’s tone was fun, urban, and a bit salty—avoiding eco clichés.
We developed the name, brand identity, visual system, and communication strategy, and led all rollout activities: OOH, in public transport, social media, and point-of-sale materials. The REPAIR DAYS activated press and influencers by combining workshops, live repairs, and community engagement.
The REPAIR DEAL pilot is about to prove that circular fashion can scale through accessibility and design. Berlin is one of four European pilot regions under SOLSTICE, making the Repair Deal model a testbed for replication in other cities. The project will be evaluated and disseminated for EU Policymakers and media outlets by the end of 2026.
Impact
The REPAIR DEAL pilot is about to prove that circular fashion can scale through accessibility and design. Berlin is one of four European pilot regions under SOLSTICE, making the Repair Deal model a testbed for replication in other cities. The project will be evaluated and disseminated for EU Policymakers and media outlets by the end of 2026.
“Thanks to the creative support from NEW STANDARD.S, we turned a complex pilot into a vibrant, relatable campaign. It’s already our second collaboration after the A-GAIN GUIDE—and once again, fast, fun, and full of good ideas.”
— Circular Berlin
“To reach a young audience, we wanted to bring fun and humour into the campaign—something that stands out in public space and grabs attention. The goal was to make repair feel as accessible and light as the Repair Deal itself.”
— Maria Angerler, Creative Copy & Concept
