In an innovative move that merges the worlds of technology and fashion, the leading refurbished tech marketplace Back Market has teamed up with visual artist Gab Bois to create a collection that’s as much about sustainability as it is about creativity. The collaboration, titled F/W 2005: Hardwear, explores the potential of tech waste in fashion, challenging perceptions around e-waste, overconsumption, and sustainability.
This partnership aims to bring awareness to a growing global issue: electronic waste. As the fastest-growing waste stream, e-waste is often overlooked in the larger conversation about environmental degradation. Through their collaboration, Back Market and Gab Bois are using fashion as a platform to shift attitudes about e-waste and to showcase how old technology can be repurposed into beautiful, functional art.
The Genesis of the Collaboration
The idea for this groundbreaking collection came about through an organic and shared commitment to sustainability. “Gab Bois is an expert in repurposing discarded items to create something new,” says Bridie McPhie, Senior Lead of US Marketing at Back Market. “We’ve been fans of her work for some time, especially her use of discarded tech as a medium for art.”
For Bois, the connection was just as natural. “Tech has always been a big part of my work and how I think creatively,” she explains. “Teaming up with Back Market felt like a natural fit. The Y2K vibe is everywhere right now, and working with nostalgic tech pieces for this collection really hit the sweet spot of what’s inspiring me—it’s like pulling straight from my mood board, or motherboard.”
Together, the two entities sought to challenge the idea that e-waste is just trash—aiming to give new life to tech by incorporating it into fashion.
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Raising Awareness Around E-Waste
Why blend fashion and tech waste? According to Back Market, the fashion industry has already sparked important conversations about overconsumption and its environmental impact, particularly in regard to fast fashion. However, the tech industry faces an even more pressing issue: e-waste. The collection aims to replicate the awareness raised by the fashion industry and use it as a tool to educate consumers about the environmental toll of tech waste.
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“We wanted to raise awareness about e-waste because it is the fastest-growing waste stream, outpacing even fast fashion,” McPhie says. “By partnering with Gab, we’re able to connect fashion and tech and show people that the waste from our gadgets doesn’t have to be destined for landfills—it can be transformed into something meaningful.”
This partnership isn’t just about creating art—it’s about sending a message. As part of their initiative, 100% of the proceeds from the collection will be donated to the Right to Repair movement, which advocates for greater access to repairs for tech devices. This reflects a broader goal to promote sustainable consumption and the importance of extending the life of electronic devices.
Fashion Meets Sustainability: The Design Process
Turning tech waste into fashion involves more than just creativity—it requires ingenuity. The process began with extensive brainstorming between Back Market and Bois, with both parties focused on transforming discarded tech into wearable art. “We threw out all kinds of ideas, from wearables to home decor,” Bois recalls. “Eventually, we honed in on the concepts that felt the most exciting and true to the collection.”
The design team worked closely with consultants to figure out how to make tech materials both functional and fashionable. “The research and testing phase was intense,” says Bois. “Making something both functional and beautiful out of tech waste was a massive challenge, but that’s what made it so rewarding.”
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One of the standout pieces from the collection is a balaclava made from old earbuds. “We’ve been playing around with knitwear, like balaclavas, but swapping out yarn for unexpected materials,” Bois explains. “It’s fun to flip the idea of something cozy on its head. Using earphone cords was super exciting, and I’m so happy with how it turned out.”
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Another piece that caught the public’s eye is a flip phone belt. The idea for this accessory actually started in 2019 as an Instagram post, but it wasn’t until this collaboration that Bois had the right resources to bring it to life. “It was time to turn that vision into something tangible!” she says.
Influencers and Celebrity Endorsement
A key component of the marketing strategy for this campaign was influencer marketing, with both Back Market and Gab Bois eager to see high-profile figures embrace the collection. The ideal ambassador? Julia Fox.
“Julia Fox was on both our and Gab’s ‘dream’ list of influencers that we wanted to be seen wearing the collection,” McPhie says. “She’s bold, outspoken about sustainability, and has a strong fashion sense. When she posted about the collection, the engagement was incredible, and it was clear her followers resonated with the message.”
Fox’s involvement helped bring even more attention to the collection, showing how fashion and sustainability can intersect in the most unexpected ways. “Julia just felt like the perfect fit for this collection,” Bois adds. “She embodies the boldness and the sustainability aspect that this project represents.”
Tech Waste Meets Fashion: A Creative Solution
Selecting the right tech waste for the collection posed its own challenges. Back Market wanted to focus on tech items from before 2005, including flip phones and iPods, as part of the F/W 2005: Hardwear theme. “We leaned into our existing Downgrade Now campaign,” McPhie explains. “This campaign celebrates nostalgia, especially among Gen Z, by highlighting older tech that’s still functional. We wanted to bring this message into the collection—emphasizing that the need for constant upgrades isn’t necessary.”
The partnership with Gab Bois was particularly important because it allowed Back Market to integrate tech nostalgia into the fashion world. As McPhie notes, “The early 2000s were a fun time for both fashion and tech, and much like the resurgence of vintage clothing, we’re seeing a similar trend with older tech.”
The collection also tackles the issue of overconsumption, a challenge both in the fashion and tech industries. “It’s up to us as consumers to make choices that have a positive impact,” McPhie says. “We hope this collection encourages people to rethink the constant need for new products and instead embrace the value of extending the life of what we already have.”
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A Future Focused on Sustainability
Looking forward, Back Market plans to continue its commitment to sustainability. The company became a certified B Corporation in 2023, demonstrating its dedication to environmental and social goals. Moving forward, Back Market aims to spotlight the environmental issues surrounding planned obsolescence and advocate for the Right to Repair movement.
“We’ll continue to educate consumers about the impact of e-waste, both through creative campaigns like this and through our work with organizations like iFixit,” McPhie adds.
As for Gab Bois, she is equally focused on pushing the boundaries of what can be done with tech waste. “Tech waste is a material that’s so readily available and heading straight for the landfill,” she says. “If designers can use e-waste to create artworks and make the mundane beautiful, then why not? It’s a material we should be using more often.”
The F/W 2005: Hardwear collection is more than just a collaboration—it’s part of a larger movement aimed at reshaping how we view tech and fashion. For Gab Bois, the goal is clear: “My hope is that this collection can make people see refurbished tech and pre-loved objects as valuable and ‘sexy’. Taking care of the things we already have can be meaningful and fun, and I’d love for this to inspire that mindset.”
And for Back Market, the work is just beginning. “The response to this collection has been incredible, and we’re excited to continue exploring new ways to connect fashion and tech for the greater good,” McPhie says. “This is just the beginning, and we look forward to building on this partnership and spreading our sustainability message further.”
