UNIQLO

UNIQLO’s LifeWear philosophy is about creating high-quality, functional clothing designed for everyday life.To express this idea, we focused on a single piece that embodies the LifeWear ethos, denim jeans. And one small detail in particular: the Jacron patch, the leather tag on the waistband traditionally used for branding.But what if it identified the person, not the product?

The LifeWear Donor Tag: created in collaboration with Australian emergency services a denim line that promotes organ donation.Customers could personalise their own LifeWear Donor Tag, turning a small design detail into a meaningful conversation with young Australians. Each tag is officially recognised as a legitimate donor card across the country. In year two, the campaign will highlight the people whose lives were changed by those donations.