This holiday season, FUSE is swapping cozy knits for climate-conscious swimwear, offering a fresh (and cheeky) take on the classic Christmas sweater. Inspired by the stark reality of climate change, their limited-edition swimwear imagines a future where traditional winter attire might be a thing of the past. Plus, it’s more than just a statement piece—FUSE is using this initiative to spotlight the urgent need for climate action while raising funds for the David Suzuki Foundation. We chatted with Cristina Markham, Associate Creative Director @ FUSE Create, to learn more. —Noa Nichol
What inspired the concept of reimagining traditional holiday sweaters into swimwear for this campaign?
Earlier this November, we broke a heat record in Toronto. On a day that would usually require a scarf and mitts, it was 23C – the kind of weather we’re used to seeing in the early summer. We started talking about what the holidays would look like as the weather got warmer, and how it would impact traditions like holiday sweaters. We created the Collection to illustrate how everything in our lives – including our holiday traditions – will change as the planet warms.
How does the “Holiday Sweater: Climate Change Collection” aim to connect with audiences and spark conversations about climate change?
When people hear about climate change in abstract terms, it can be hard to grasp. By changing an iconic piece of holiday clothing into something unexpected, we’re hoping to encourage people to think about and understand climate change in a new way.
Can you walk us through the creative process behind repurposing vintage holiday sweaters into swimsuits and swim trunks?
It was important to us to keep our carbon footprint to a minimum when creating this project, so we sourced all our sweaters from local vintage shops, and aimed to keep new materials to a minimum. We then worked with local designer Sarah Mathieson to create these two unique pieces that retained the iconography of holiday sweaters.
Why was the David Suzuki Foundation chosen as the partner for this project, and how does it align with the campaign’s goals?
David Suzuki is one of Canada’s most respected and well-known climate activists. Their mission to conserve and protect the natural environment, and help create a sustainable Canada, aligns perfectly with the message of our Climate Change Collection.
What message do you hope people take away from seeing the collection displayed in the FUSE office?
FUSE Create is located on the Ossington strip in Toronto; it’s a street that’s full of great independent businesses, cool restaurants, and more. We hope to capture people’s attention when they’re out Christmas shopping or enjoying a holiday brunch, and invite them to think about the real impact climate change will have on their lives. We’re hoping to not only drive donations, but to inspire people to take action in their own lives.
How did collaborating with designer Sarah Mathieson influence the final pieces in the collection?
Sarah is an exceptional designer and great collaborative partner. She immediately understood our vision; her keen creative eye helped the Collection come to life even better than we had imagined.
What has the public’s reaction been to the campaign so far, and how has it helped raise awareness about climate change?
We’re excited by people’s reactions so far; people immediately understand the story we’re telling with these reimagined suits, and are eager to share the content to help spread the word. We’re looking forward to seeing how much we’re able to help raise for the DSF over the course of our campaign.
How does this project reflect FUSE Create’s broader commitment to sustainability and innovation in advertising?
Whenever there’s an opportunity to bring attention to important issues, be it through our clients like Soles4Souls and Hackergal, or through our own agency’s initiatives, like the housing crisis in Toronto or in the case of this campaign, climate change, we never back away or back down. We’re committed to doing not just great work for our clients, work for the good of our community, our planet, and each other.
Are there plans to expand the “Climate Change Collection” or pursue similar campaigns in the future?
While we don’t have any immediate plans to extend the collection, we’re excited to see where it might go in the future!
How can individuals and businesses get involved in supporting this initiative or the David Suzuki Foundation’s efforts?
Businesses and individuals can share the link to our posts to help us spread the word. They can also directly donate to The David Suzuki Foundation through our website.
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