The idea behind the project is to slow the fashion industry. The Zerofashion clothing brand designs t-shirts without producing textile waste. The designs are printed on second-handed t-shirts. The project is based on the idea of turning boring clothes into fashionable and interesting new ones.

The logo is a combination of the recycle icon and a clothing hanger. Also, the whole identity is very minimalistic. The reason behind it is to give the freedom to the brand to find their taste in textile design.