the Uniform Project

Sheena Matheikan, Uniform Project

Sheena Matheikan took the sustainable fashion world by storm in May 2009 with the Uniform Project - an endeavor to wear the same black dress for 365 days, with the commitment to make it look unique every day without buying anything new (she accepted many donated items or bought vintage accessories). Sheena took the experiment a step further by making the project a fundraiser to help send kids to school. If you haven’t seen her website, prepare to be inspired.



We love what Sheena has to say about the new rise of eco-conscious becoming part of the mainstream corporate world. As companies like H&M create lines such as the "conscious collection,"Sheena reminds us that it’s important to question and challenge these initiatives and make sure they are credible.

"With more and more corporate brands allocating budgets for eco-initiatives, the beginning of this new decade will see mainstream marketers continuing to pimp the green scheme, which, of course, will run the risk of turning all things eco-conscious into gimmickry, someone’s hollow sales ploy. In response, committed and savvy designers will make a concerted effort to distance themselves from overt green marketing, while continuing to create with the highest ethical standards (with clued-in consumers rewarding them with continued support). These are the designers who do not see being green as a self-congratulatory pat on the back, but instead as a challenge to not compromise on creativity while applying the necessary rigor into progressive production practices. Their marketing tactics will be transparent but agnostic. This may seem counterintuitive, but it is a necessary step in combating greenwashing and making sustainability the norm rather than the exception." -Sheena Matheiken (Uniform Project Founder, Creative Director)

TEDxDubai 2010| Sheena Matheiken from Giorgio Ungania on Vimeo.