Client: Apuk Eco Apparel
Year: 2025
Role: Art Direction, Photography, Graphic Design
Creative Director: Diego Pinto
Team: Bailie Delacy, Kim Rodrig, Kevin Hermosa, Miguel Cevallos,
APUK ECO APPAREL
Apuk Eco Apparel is an environmentally conscious fashion brand that’s unique in its commitment to creating beautiful clothing you can feel proud to own. They work hard to educate people about the dangers of fast fashion on the environment whilst making real changes to how many clothing brands typically operate. They do this by trading excessive carbon emissions and eye-popping water usage for sustainable production methods that prioritize durability and resource efficiency, as well as casting aside exploitative and unsafe labor practices for ethical and transparent practices that strengthen local communities. As a clothing brand born out of Ecuador and focused on sustainability, Apuk Eco Apparel started branching into the international market looking for a way to expand their audience while conveying the importance of their environmental promises.
CURB YOUR IMPACT
Fashion advertising in New York has always been about impact, the kind that stops you cold on the street, that lodges itself somewhere between the eye and the memory. The campaign for Apuk Eco Apparel takes that deeply embedded cultural currency and redirects it. "Curb Your Impact" borrows the language of the city itself, the grit of the curb and the concrete, and turns a familiar imperative into an environmental provocation. It asks the viewer to reconsider what kind of impact they actually want to leave behind.
On the surface it speaks directly to the fast fashion problem, the enormous environmental toll of an industry built on disposability, and the human cost that rarely makes it onto the hangtag. Apuk was founded in Ecuador with a mission rooted in the landscapes that fast fashion quietly destroys, and "Curb Your Impact" channels that urgency without lecturing. It doesn't shame the consumer. It invites them into a different kind of aspiration. That distinction matters enormously in purpose-driven marketing, where the line between inspiration and guilt-tripping is easy to cross and hard to recover from.
Underneath the environmental message runs a quieter current of New York identity. "Curb" is a word with texture. It's urban, it's concrete, it's physical. It carries associations of toughness, directness, and a certain no-nonsense elegance that aligns naturally with how New Yorkers like to see themselves. By embedding that geography into the slogan, the campaign gives an Ecuadorian brand entering the international market a point of cultural entry that feels earned rather than imposed. Apuk isn't trying to become a New York brand. It's speaking the city's language in order to be heard, while remaining rooted in its own identity and origin.
What ultimately makes this campaign coherent is that the product and the message are inseparable. Apuk's clothing is designed to speak for itself: durable, thoughtfully made, drawn from the natural world it exists to protect. "Curb Your Impact" doesn't ask the consumer to sacrifice style for conscience. It argues, quietly but firmly, that the two were never in conflict to begin with. For an audience increasingly skeptical of greenwashing and hungry for brands that can back up their claims, that argument is both timely and necessary.
