One-off collection, made from 100% recycled and upcycled materials. Using the same graphic design techniques Marlboro used to convince customers to buy their product, this collection attempts to bring attention to the unethical business practices of cigarette companies.

in 1955 new evidence came to light that cigarettes were harmful to their users. Marlboro cigarettes knew they could try pushing a new filtered cigarette that claimed to be safer, but it would be seen as a "feminine" way of smoking tobacco. In order to both distract from the rumors of lung cancer and respiratory failure, and target an even larger audience of consumers, they created the Marlboro Man. With a new, bold red and black look, the campaign centered around the epitome of masculinity, The Cowboy. This was arguably the most effective marketing campaign in history. 

In two years their sales increased 300%. Utilizing high quality photography, along with streamlined graphics and powerful product and apparel design, the campaign successfully convinced consumers around the globe to buy a product that they knew had the potential to destroy lives. For my clothing line, I want to also use the same design philosophy with high quality graphics to sell products that slowly chip away at the image of the massive 2.4 billion dollar company.

Four of the actors who portrayed Marlboro cowboy’s have died painful, early deaths due to smoking related diseases, and thousands more follow them daily. They killed their cowboys, and now we are going to kill their cowboy campaign. This is not an attack on anyone's choices or their vices, this is directed solely at the company who's marketing ploy is not only killing people, but also polluting our environment, and burning our homes and forests to the ground.