Kees Chic

About Solution

{Kees Chic} is a social movement as it is a business, brings to market a range of hip, trendy and ‘must-have’ lifestyle products for the globally oriented and environmentally aware city dweller. These items, such as bean bag chairs, clutch, cushion and stress balls, are produced in the coastal city of Jeddah, Saudi Arabia, with an eye to satisfying the cravings of the modern, educated, and active urban population. The selling point: filling a market void for certain niche products, while simultaneously easing the social conscience of our customers and involving them in an energetic and impactful campaign of social and environmental change. 

The staple features of all {Kees Chic} products are that they are handmade by local women of disadvantaged backgrounds, utilising traditional crochet/embroidery stitches, but with a twist: the thread used is plastic, made from disposed of shopping and garbage bags that fly around our city and contribute to its persistent solid waste dilemma.

In the plot of land {Kees Chic} calls home, and dubbed “the Bride of the Red Sea”, we tragically don’t do much about global warming or the depletion of the ozone layer, but we do know about trash and pollution. Plastic bags contaminate our waters, roam our streets, and get caught in our trees.” These non-biodegradable bags are tossed out by everyday shoppers, various types of wholesalers, and hundreds of companies on a daily basis. Since establishing {Kees Chic}, we and our customers no longer see these bags as a nuisance, but rather as vibrant colourful agents of hope and as raw materials for our products.

Another ailment-turned-opportunity is in the employment potential created by my project. As employers compete for college educated, high skilled job seekers, or unskilled male, foreign labor, we capitalise on the existing segment of uneducated, underprivileged local women who wish for a stable income of any means but currently live off charity and/or social welfare. We have begun with those women who already master the technique of crochet, enabling them to turn their hobby into a much needed skill for our business. As the business grows, we foresee becoming a channel for more women of similar backgrounds who can be taught the basic crochet stitch and convert it into commercialised products.As such, {Kees Chic} lies at the junction of a couplet of social problems and business inefficiencies, transforming them into a marketable, scalable opportunity. For our customers, they are conversation starters and sources of pride, bridging the divide between the urban rich and urban poor.

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