Shopping for food is a task few people can afford to ignore, and for most, the grocery store is a veritable war zone of persuasive design, with few opportunities for the consumer to recognize the extent of a product's source, or the greater implications of its production. New Clothes is social tool that is designed to enable consumers to crack the carefully crafted veneer of the food industry, by mapping the corporate landscape of the American supermarket.

In its initial phase, New Clothes will act as an interactive database that maps known supermarket brands to corporate holdings, with browsable metadata on their social or environmental impact. Eventually this will be augmented to allow users to search via barcode, paving the way for mobile applications that consumers can run right at the shelf. In this way, New Clothes will be a tool for peering back into the source, bringing a renewed sense of transparency to the consumer in an age where we find ourselves at ever greater distance from the externalities of production.