We embraced the challenge of leveraging games to explore sustainable practice in the fashion industry.
Echo Games CIC is always up for a challenge! This time, we turned our serious games experience towards circular economies by taking part in the Interactive Sustainable Fashion Challenge, sponsored by the Future Fashion Factory at the University of Leeds.
Selected as one of ten UK creative studios, we were invited to develop an idea for a ‘seriously fun’ game about the sustainable production of a garment during the first phase of the challenge. Adding our playful twist, we progressed as one of four successful studios funded to design a proof of concept across phase two.
The challenge culminated in an action-packed showcase event where we pitched our mobile puzzler, Off The Rack, to fashion experts from some of the biggest brands in the industry.
About the game
Off The Rack is a mobile puzzle game that encourages players to engage critically with the complex topic of sustainable fashion - starting at the design stage, through manufacturing, distribution, and finally, end-of-life. If fashion consumers know how garments are made, and where it's possible to be minimise waste, resources, and hardship across the supply chain, perhaps they'll be more likely to make purchasing decisions that take sustainability into account.
Players start by specifying a garment, such as a pair of trousers, a jacket, or a dress. They customise details like colour, fabric type, and motivation for making a purchase (e.g. to impress or indulge).
From here, the game playfully explores the various stages of a garment’s life cycle, highlighting how sustainable practices can be applied at each. In the Design stage, for example, players solve a tangram-style puzzle that tasks them to find the most optimal way of laying out pattern pieces on fabric to minimise waste. In the Manufacturing stage, players mix and apply synthetic and natural dyes to their chosen garment, learning about the pros and cons of each approach along the way. Finally, during the End-of-Life stage, players must quickly clear out their wardrobe, deciding whether to donate, recycle, repair, or landfill items, depending on their material and condition.
Who is It for?
While the game can be played by the general public, the target audience for Off The Rack is Gen Z. We focused on this demographic because they are typically interested in sustainability, yet the convenience of fast fashion, alongside other constraints and influences, can contribute to a disconnect between their values and their purchasing decisions.
Why puzzles?
Puzzles promote critical thinking and problem-solving, making them excellent for spotlighting complex topics like sustainable fashion. Coupled with the use of familiar mechanics to support accessibility and a mobile-first approach, Off The Rack is a great choice for casual players who want to learn more about how garments go from sketch to shelf.
First impressions
Off The Rack was well-received by both playtesters and fashion experts at the showcase event. Playtesters loved the vintage art style and music, and the dye-mixing puzzles in the Manufacturing stage were particularly popular. During playtesting, we also received fantastic feedback on how to improve the game’s flow, as well as suggestions for enhancing usability and comprehension through carefully placed visual cues. A special shoutout goes to Mark Fisher, who offered excellent insights throughout our playtesting sessions.
What’s next?
Where do we go from here? We aim to extend Off The Rack to offer players a comprehensive tour of a garment’s life cycle and, critically, how sustainability plays a role at each point. This includes concerns such as eco-friendly power sources, sustainable packaging, carbon-neutral shipping, recycling programs, take-back schemes, and more. We want to expand the garment creation stage at the beginning of the game so players can design something that truly reflects their personality. Additionally, we plan to develop data collection solutions that help translate choices made in the game into actionable insights that support low environmental impact fashion production.
Watch this space…
