Recently, the Indian local open-to-the-public footwear brand Chupps Footwear unveiled India's first biodegradable billboard in Bandra, Mumbai. This is a pioneering initiative in the field of sustainable fashion. The billboard was conceived by INTO Creative and symbolizes Chupps' bold commitment to reducing fashion waste, both in its products and in promotional activities.
This new billboard in Bandra, Mumbai was installed in just four days and measures 20 feet by 10 feet. It is entirely made of biodegradable materials and features a large bamboo structure, replacing the common iron and tin structures. It uses a mixture of soil, clay, cow dung, hay, and sawdust to create huge sliders and backgrounds. The title is written in fresh limestone instead of ordinary white paint.
Unlike traditional billboards, this billboard is designed to naturally decompose when it rains, which echoes Chupps' latest innovation - biodegradable shoes. Once these shoes are discarded in a landfill, they can biodegrade in just 24 months. "If our products can disappear in a responsible manner, then our publicity can too," the campaign claims, redefining the sustainability of fashion communication.
The global fashion industry generates over 92 million tons of waste each year, with shoes taking up to a century to decompose. India is one of the largest shoe markets in the world and also a major source of post-consumption waste. Chupps' new collection is made from TruZero™ Bio Foam and is designed to decompose in a responsible manner, proving that fashion and comfort do not have to be at the expense of the Earth's environment.
Yashesh Mukhi, the founder of Chupps, said: "The future of fashion is not determined by how long it lasts, but by how it gently comes to an end. Designing for the end is the only way to ensure that the earth can start anew."
Santosh Padhi, the founder and chief creative officer of INTO Creative, added: "We wanted to make biodegradability a reality - so we created it. This billboard itself tells the story of Chupps' commitment."
The fashion industry contributes 8-10% of global carbon emissions, more than the combined emissions of aviation and shipping. The waste generated by this industry continuously clogs our landfill sites, keeping them occupied for decades. Realizing this, today's consumers increasingly demand that brands not only be fashionable and stylish but also affordable, meeting their wallets' needs while being beneficial to the planet. Chupps' campaign is not just about producing products; it is also about conveying a message. Fashion does not need to be eternal; it only needs to gracefully come to an end. This biodegradable billboard is a vivid metaphor. It calls on the Z Generation and the Millennials to rethink sustainability, no longer seeing it as a compromise but as an upgrade, a choice for beautiful, comfortable, and beneficial products.
