Features - Clothing Brand (Case Study)

Features is a streetwear clothing brand that has significantly impacted the fashion industry by combining style with sustainability. This case study explores how Features has successfully implemented a unique approach to dyeing its garments using natural dyes from organic waste, such as avocado skins from local cafes in Kingston upon Thames area. The brand's commitment to environmental responsibility, innovative practices, and consumer demand for eco-friendly fashion would propel Features to the forefront of the sustainable streetwear movement.


2.1 Brand Vision and Values 
Features were formed in 2021 with the core objective of creating high-quality streetwear while
reducing its ecological footprint. The brand is deeply committed to sustainable production,
sourcing, and manufacturing practices, guided by values, transparency, ethical standards,
and environmental responsibility.

2.2 Avocado Skin Dyeing Process
Features recognised the potential of waste avocado skins as a valuable resource that could repurpose into natural dyes. They established partnerships with local cafes and restaurants, collecting discarded avocado skins that would have otherwise been sent to landfills. By transforming this waste into a dye solution, Features has found an innovative way to reduce environmental impact while adding a unique touch to its clothing line.

The Natural Dyeing Process

3.1 Waste Collection and Preparation 
Features actively collaborated with cafes to collect avocado skins used in their food and beverage operations. These skins are cleaned and prepared for dying, ensuring no other contaminants or residues are present.
3.2 Natural Dye Extraction
The prepared avocado skins undergo an extraction process to create the natural dye. The skins are gently heated in water to release their colour properties resulting in a vibrant dye solution.
Features carefully monitor the extraction process to ensure consistent colour quality.
3.3 Dye Application
Once the dye solution is created, Features applies it to their garments using various dyeing techniques, including immersion dyeing and tie dyeing. The brand's skilled owners employ their expertise
to achieve unique patterns and designs, enhancing the visual appeal of each garment.
Sustainable Screen Printing Practices

4.1 Water-Based Inks
Features use water-based inks instead of traditional plastisol inks, which are petroleum-based and contain harmful chemicals. Water-based inks are non-toxic, biodegradable, and have a lower impact
on the environment during production and disposal.
Environmental Impact and Benefits

5.1 Waste Reduction
By repurposing avocado skins that otherwise would have been discarded, Features at scale, significantly reduce waste sent to landfills. This waste diversion strategy aligns with the brand's commitment to reducing its environmental footprint.
5.2 Reduced Chemical Usage 
Unlike conventional synthetic dyes, Features uses natural avocado skin dye is free from harmful chemicals and toxic substances. This sustainable alternative reduces the environmental impact of the dyeing process, reducing the risk of pollution in water systems.
5.3 Local Collaboration 
Features actively collaborate with local cafes and restaurants, creating a circular economy by sourcing waste avocado skins from nearby establishments. This collaboration supports local businesses and fosters a sense of community engagement, amplifying the brand's positive impact.
5.4 Consumer Appeal and Market Advantage
The fashion industry is experiencing a rising demand for sustainable and eco-friendly products. Features effectively capitalise on this trend by offering unique garments dyed with natural dyes. The brand's commitment to transparency and ethical practices resonates with eco-conscious consumers, providing a market advantage over competitors.

Features have successfully integrated waste avocado skins into its natural dyeing process, revolutionising the streetwear fashion industry with its sustainable approach. By transforming waste into a valuable resource, the brand reduces environmental impact, promotes local collaboration, and satisfies consumer demand for eco-friendly clothing options. Features sets a compelling example for other fashion brands seeking innovative solutions to incorporate sustainability into their practices, ultimately driving positive change in the industry.​​​​​​​
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