The True Blue Textile project was planned and produced jointly by TBWA\HAKUHODO and Kyocera to spread social awareness of the water pollution issues faced by the textiles and apparel industries. It was launched on March 22 to coincide with World Water Day.

The textiles and apparel industries use vast amounts of water in the dying process, and the waste water from this causes water pollution. Moreover, mass waste disposal due to overstocking has an impact on the global environment. To address these challenges, the companies developed a new method for printing designs onto fabric using Kyocera’s cutting-edge inkjet technology FOREARTH. This reduces the amount of water used to an absolute minimum.

Under the concept Wear to Save Water, the project created fabric printed with a design from the surface of the Niyodo River in Kochi Prefecture, which boasts the most beautiful water quality in Japan. Fashion pieces made with the fabric provided an opportunity to think about the importance of water.