Challenge:

More than half a million people in Japan live with psoriasis, a debilitating skin condition. Those affected experience discrimination due to the misconception that psoriasis is both cosmetic and contagious, which can have a devastating impact on mental wellbeing. Research also shows that clothing which is comfortable to wear, does not aggravate physical symptoms, and allows those with psoriasis to express themselves is a significant unmet need for psoriasis patients in Japan.

Solution:

Fact Fashion, a first-of-its-kind clothing line, delivers on this unmet need by developing symptom-considerate clothing to relieve the physical and emotional burden experienced by those living with psoriasis and educating the general public on misconceptions around the condition. Under the guidance of a nationwide psoriasis patient group, a clothing line consisting of 13 stylish items of clothing were designed with psoriasis-friendly features including loose, comfortable fits, and non-itchy textures.