futuredutyJanuary 10, 2009
futureduty is a young organisation using provoking & striking design to raise awareness and funds for global issues.
Interview with Huibert and Paul Evekink, foundering brothers of futureduty
What is the idea behind futureduty.com?
Well, it is really simple. We feel a moral duty to do our small part for the future, fighting climate change, poverty, water shortage, bird flue, cancer, old age and any other global issues. It is about using our present skills, experience and contacts to positively influence the future. We highlight issues in our designs, sell them and use the profit to fund sustainable projects.
Which sustainable projects?
For now we are particularly interested in organizations like KIVA.org, which manages micro-funds, supporting small businesses all over the world. You can choose where you invest and follow progress; it is all very real and tangible!
And supporting charity projects does not mean buying a one-way ticket to Africa?
No, this is about doing our future duty without abandoning our present lives. Making good use of our experience, skills and contacts we can do more than than actually being in areas which need help. We think many people feel the same and we want to contribute and form part of our network.
So are your customers funding their fashion or philanthropy needs?
It is kind of ‘double dipping’ in happiness: get more cool looking stuff and score social responsibility points:do good, look good or the other way around.
What is who is your target customer?
As our products are a mixture between striking design and message, it helps to have customers who are smart enough to understand what the issues are about. However, we aim low, so the product should sell on design alone across various ages and cultures.
So what products will you sell?
First we will focus on building up our T-shirt fall collection by tapping into a friendly pool of like minded design people, who are prepared to sacrifice some time on their future duty. We are lucky enough to work with outstanding design agencies from around the world and nobody will escape our request for help! We feel T-shirts combine with the Global Warming theme.
You mention “unique” designs…what is so unique?
We are convinced that thought-provoking, unconventional, striking design can capture more attention than the misery communication we have have become immune too. We will not shy away from anything, unless it is likely to get us killed, like selling anti-Mugabe mugs on a Harare street corner.
With our “global warming fall collection we are tapping into the highly marketable eco-hip, green-pop-culture market.
So why would designers or design agencies contribute?
It is all about doing their futureduty and some prestige: do good, look good