Who said old things cannot be repurposed and in the process look better than the way they did originally? Certainly not Miele.
The household name best known for its premium appliances is entering a new demographic with its new Swiss campaign. Together with three Swiss Designers, Miele just launched its “Same Shirt Different” campaign to show its long standing commitment to sustainability and upcycling.
Indeed, Miele appliances are tested according to the highest quality standards and have a 20-year lifespan. And thanks to the long availability of spare parts, the appliances can still be repaired and “over-cycled” even after many years.
What is “Same Shirt Different”?
In collaboration with industrial designer Adrien Rovero, street artist Céline Quadri and fashion designer Julian Zigerli, Miele Switzerland has developed iron-on designs that will give new life to old textiles such as T-shirts, sweaters, dresses and even pillows. Taking the opposite side of ephemeral fashion, this “make-over” is a commitment to over-cycling and product sustainability.
The launch of the iron-on designs took place a few days ago at one of my top locations in Zurich – the VN Residency. It was a full house! Bloggers, Influencers and Designers all joined the party to learn how to give their favorite old t-shirts or tote bags a second breathe with a brand new design using Miele’s Fashion Master iron.
It was so much fun to take an old shirt of mine which I had no use for anymore and learn how to give it a “face lift” – so much more fulfilling than going to the store to buy a new piece! The three creative minds behind the ironing designs were there to support and inspire us.
Who are some of the brains behind this initiative?
Meet Olivier Piguet, head of sales at Miele Switzerland
What are we doing here?
We want to show that Miele is a sustainable company offering products with longevity. We partnered up with three Swiss artists who designed decals to be ironed on old fabrics. We want to show that Old can be recycled and given a whole new life.
How did you get inspired? Did COVID-19 have anything to do with it?
Not at all. Durability is a an old theme at Miele.
What was the biggest lesson you learned during lockdown?
First thing, we wanted to make sure that all of our partners were protected and taken care of to avoid any trouble that could be caused because of the situation.
How did you do this?
Right away we sent them each masks, disinfectants, gloves etc. We send them updates daily, and onsite, we made sure from day one that all the guidelines were rigorously followed to protect them as well as our clients.
What have you sold the most during this period?
A lot of products from our “Care Collection” – detergents, cleaning supplies. We also noticed a surge of work for our technicians. Since our clients spent way more time at home, the usage of their appliances went up and with it the need of repair.
What’s special about Miele?
Miele is a family owned company for four generations. Although they may not know each of us personally, they are omni present. We know who they are and where to go if we need them, which these days is not to be taken for granted.
Meet Adrien Rovero, Designer
His motto is “Repair”. Repairing a bicycle or a household appliance is a strong sign in favor of sustainability, which shows a willingness to extend the longevity of products and fight the culture of waste.
“Adrien Rovero works with furniture, lighting and exhibition design. His work is based on a precise observation of details. This results in highly inventive designs that are as clear as they are effective, incorporating a formal vocabulary structured by assembly, reusing and moving forms, materials, references and objectives. His clients include Hermès, the Atelier Pfister and the Centre Pompidou in Paris.” – excerpt from press release.
Tell me about you
I’m a Designer. I like to call myself an Industrial Designer because I like how things are made. I have a small studio close to Lausanne and teach at the Art Academy of Lausanne.
What fuels your heart?
Life!!
As I mentioned before I like how things are made. I love change, trying new ideas and things. With my drawings I try to bring the idea of design and mechanics into 2D prints, which is what Miele was looking for.
You mentioned “loving change” earlier. You must be in heaven now with all the recent changes that have been happening!
You also mentioned Innovation which is at the chore of what Miele is trying to do here. But what’s interesting to me is that we take a part of the past into the now and create a new thing which takes part in the future! What do you think about this?
To me the future is based on the Now, which is this back and forth that always evolves. I would say that Reclycling is not Upcycling and it’s not something from the past. It’s a new way of consuming.
Where are you going next?
I just designed Hermès’ temporary shop in Zurich which just opened. I’m working on the design for an exhibit in Frankfurt starting in September.
Half of my work is furniture and the other half is Exhibition Design.
Final words for those interested in ordering the decals
You can order the exclusive iron-on designs in limited editions at the Miele online store for CHF 7.80 each.
The designs will be sent to you in A2 format. You can apply the individual parts of the design to one or more T-shirts (or other garments) with any iron.
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