Fuori Posto

Fuori Posto (Out of Place) is a communication campaign on textile waste developed by WRÅD together with AMA, the municipal company that manages waste collection in Rome, and Roma Capitale.

The campaign builds on a feeling everyone knows: being out of place. A man in a bathrobe on a city bus, someone in pyjamas at the office, a winter coat on the beach. Nobody likes feeling out of place, and neither do clothes. With an ironic, non-judgmental tone, the campaign invites Romans to keep clothes out of general waste, to use the dedicated textile collection bins and, even before that, to extend the life of their garments through reuse, repair and donation.

For the EWWR, the campaign is extended to social media with a declination focused on prevention. Here, what is “out of place” is no longer the garment, but something on it: a stain, a tear, a missing button, an unravelled hem. Each piece of content turns one of these small everyday accidents into a simple, practical guide on how to take care of it, from removing stains to mending and sewing, showing that a damaged garment is not a garment to throw away.

The goal is to move the moment of decision from the bin back to the wardrobe. The most sustainable textile waste is the one that is never produced, and caring for what we already own is the first step to reducing it.