KIDSOFBROKENFUTURE and Flowe's Xmas video for a sustainable future

KIDSOFBROKENFUTURE, the sustainable fashion brand, has collaborated with Flowe for the creation of a Christmas video project aimed at raising awareness among the younger generations. A creative video production based on irony and paradox, which aims to emphasize everything that should be avoided in order not to compromise the sustainable future. 

The fulcrum of the narrative and direction of the new video project, entrusted to the talent of the director Caterina Viganò, is found in the family. In the video, the family is deliberately described in a caricature, grotesque way. Funny to the point of ridicule, the video is the representation of inappropriate behaviour of those who ignore the basic rules of respect between people, animals and the environment. Through the attitudes of the characters - a father, a grandmother, two teenage children and a dog - the inconsistency and incongruity of our society are told, in total disregard of others and the surrounding environment. The key to the reading is in the eyes of the sixth character, RED, the girl's boyfriend who observes with contempt the skits and how the members of this family act, who only thinks of food, social media, TV, regardless of their dog and waste in the act. RED is the positive "hero", who chooses to buy a Christmas gift with ethical implications, decides to make a conscious purchase, that is a KIDSOFBROKENFUTURE garment using the Flowe debit card, which compensates for the CO2 issued by planting trees to contribute to reforestation some areas at risk. 

KIDSOFBROKENFUTURE, which is actively committed to producing contemporary streetwear clothing in a responsible way and Flowe, a reality that goes beyond the classic boundaries of finance to take care of the individual and the planet at 360 degrees, add a new piece to the ambitious project in support for sustainable fashion started this year and invite young consumers to use the occasion of the holiday season to make a responsible choice.