Rock Me Again No 5 Campaign Image

Model: Jeremy de Tolly
Photographers - Kope | Figgins
Hair & Make-Up Artist - Sian Moss
Studio – Photo Hire

Rock Me Again is just our way of saying: wear me again.
Way too many clothes end up in the trash at the end of their useful life. This culture-inspired sustainable fashion initiative aims to end this by giving you the opportunity to discard of your old/unwanted clothes in a responsible way.

The project, now in its 5th year, officially kicks off today, 1 August. The campaign for 2012 is fronted by former Dirty Skirts front man Jeremy de Tolly, who is currently carving out a solo career as a pianist, guitarist, composer, singer and producer.

The containers that serve as drop off points for your old clothes are stationed at vida stores in Cape Town (Kloof Street, Prestwich Street and Boulevard in Searle Street), Johannesburg (Greenside and Rosebank) and Durban (Gateway).

Following the old-garment collection period that ends on 15 August, a group of fashion designers will select some of the pieces and transformed them into contemporary one-of-a-kind fashion items, which will then be photographed by fashion photographers that are represented by creative representation agency, Infidels. The Cape Town City Ballet adds further prestige to the project, with dancers being cast as models for the shoots. The portraits will be exhibited online at capsuleprojects.com as of Wednesday, 5 September 2012.

Clothes not selected for upcycling will be donated to a charity organisation to benefit those in need by Give Responsibly, the social development department of the Cape Town City Central Improvement District. The benefit to you is a decluttered wardrobe and the knowledge that your old clothes won’t end up in a landfill. It’s the ethical thing to do! Follow this project on twitter.com/capsuleprojects and facebook.com/capsuleprojects