The ‘product’ creation of lifestyle and everyday objects of homeless people. By creating a brand we turn the homeless into society. By giving economic value for homeless, people begin to see them as a kind of subculture. People starts to „copy homelessness.” Economics tames the Problem. Homelessness as a lifestyle / way of life – we do not give them home or immediate assistance, we create long-term program of changing society. We give homeless identity and economic value.

Homeless SWOT:

Strengths: diversity, „freedom”, outside the society (art, anarchy / punk), „cheap” way of life, „recycling” of civilization wastes.

Weaknesses: social stigma, pathologies (dirt, stench, poverty, alcoholism, drugs, lack of perspectives and links with society), lack of identification, social resistance against inclusion of the homeless

Opportunities: good topic for a product (alternative is in fashion)

– For the homeless: get rid of the stigma, elimination of pathology, identification, purity, originality;

– For society: a new quality, the taming of the problem.

Target: the Art, young people in need of identification, the homeless (from homeless to celebrity), government organizations and NGOs

Work made for „Almost Home” competition (tesseractcompetitions.com)