We transformed old used clothes into a trendy planet-saving tool. The main goal of this project to make Earth a bit cleaner place and still keep companies' team's spirits up. We offered to launch a whole new business direction instead of creating a usual campaign to encourage donations to the thrift store. The idea was to dress teams of the big, famous, and influential companies' brands into pre-used clothing. Each eco-conscious company can order its own batch of merch, after which Laska will put her logos on recycled hoodies, sweatshirts, and t-shirts, which will be reborn into new things.During first 10 days with 0$ media budget: 3,4 m impressions; 1,3 m coverage in social nets, 27 companies ordered their own upcycle merch. Due to the war in Ukraine further promotion has been stopped.
Together with the Laska charity store, Bickerstaff.783 creative agency created a project to change how companies use and produce branded merch clothes. The main goal of this project to make Earth a bit cleaner place and still keep companies' team's spirits up.
Philosophy
Merch for brands from clothes that have already been produced and have already lived their lives before becoming part of someone's corporate culture. Each eco-conscious company can order its own batch of merch, after which Laska will put her logos on recycled hoodies, sweatshirts, and t-shirts, which will be reborn into new things. Laska had donated all the earned money to Ukrainian charitable foundations.
Problem
In the past few years, Ukrainian brands have already shown up in the fashion world with really special concepts and fresh looks. But the world is now trying to rethink the idea of fashion and trends according to the ecological agenda. Do we really need that much new clothes every year? Every year, 150 billion pieces of clothing are produced worldwide, which is 20 times more than the total population of the planet. Brands that care are gradually turning to conscious manufacturing, trying to reduce their overproduction and, therefore, oversupply. This does not only concern Halloween or New Year’s costumes (which most likely will only be worn once), but clothes with companies' symbols. That is: sweatshirts and T-shirts with work logos, which are senselessly updated every year, although their only use is in group photos with colleagues, and in most cases, to feed moths in the countryside. All these things are not indeed needed, but they make up a large part of the world’s textile industry.
Result
During first 10 days of campaign with 0$ media budget we’ve got 3,4 millions media impressions 1,3 millions coverage in social media 27 companies ordered their own upcycle merch