The thread of the future
The hoodie made of recycled yarn
The thread of the future
DES.A.FIO: The hoodie made of recycled yarn
Every second, a full truck of clothes ends up in landfills. But what does that have to do with you?
It doesn’t matter how you give an old t-shirt or underwear away – it will probably end up in a landfill. When donating to churches & NGOs, sometimes clothes are too damaged to be worn, or even the organization doesn’t have the necessary logistics to distribute them to those in need – and they end up getting incineration or going to landfills. For example, the Atacama desert in Chile is the destination of 39,000 tons of clothes every year.
It’s time to change how we discard old clothing, not as waste but as a resource.
Malwee launches a hoodie made of recycled clothing
But how do we engage consumers to donate old clothes and raise awareness about the environmental impact of textile waste?
The hoodie that can't be bought.
DES.A.FIO engages a larger audience by promoting exchange instead of purchase
17th May 2022
International Recycling Day
Av. Paulista, São Paulo – Brazil
In the heart of the largest and most populated city of South America, a 3-meter pile of clothes installation was drawing attention to the problem. A strategic digital media plan and outdoors placed in the train stations and surrounding avenues, calling out people to bring five pieces of old clothes and exchange them for a new hoodie made of recycled post-consumption textile.
Anyone in Brazil could participate – by signing up on the website and sending their donations per mail service for free or by bringing 5 old clothes to the event and exchange for a new recycled hoodie.
On the event day, performers were circulating in the area, wearing exquisite masks made of textile waste, now turned into activist art, stating: “The garbage should never be the destiny of your clothes.”
“Where do you discard old clothes?” or “Recycle here. Bring five old pieces of clothes and get the hoodie of the future.”
Mallwee’s most successful awareness campaign in 54 years of the brands history
8000+
donated garments
collected
in less than
24 hours
2000
people
attended
the event
1.3 ton
of donated
clothes +
a partnership
w/ Red Cross
(NGO)
1500
recycled
hoodies
exchanged
in less than
8 hours
30+
published
article across
29 media
channels
213 Million
page views
on combined
media
channels
43 Million
unique visitors
77.4 Million
People reached
on Facebook,
Instagram, TikTok
and Pinterest
And last, but not least:
Although this wasn’t a sales campaign, Malwee reached significantly peaks of sales during the campaign. Woohoo!
This project was only possible because of these people
Client:
Malwee
Agency:
Nama
Creative Direction:
Karen Hofstetter
Copywriter:
Elke Mendonça
Strategy:
Lalai Persson
Executive Producer:
Ale Sarilho
Social-Enviromental
Impact Consultancy:
Marina Colerato (Modefica)
Nana Lima (Think Eva)
Luciana Nogueira (Think Eva)
Event Production:
Lets Produções
Production Director:
Leticia Frungillo
Production: Julia Cury
Production Assistant:
Nayara Grundi
Set Design: Baralab
Ellen Baraldi, Paula Baraldi
Mask Artist:
Carol Almeida
Mask Artist’ Assistant:
Vanessa Almeida
Audio Production: Janga
Produced by:
Dessa Ferrreira
Executive Production:
Tatiana Nascimento
Project Managament:
Marcela Lima
Sound Mixing:
Daniele Dantas
Voice:
Bruna Guerin
Motion Production:
Zombie
Motion Director:
Daniel Salles
Executive Production:
Natalia Gouveia
Account Director:
Kira Nayana
Producer:
André Carvalho
Production Director:
Leandro Beltran
3D Motion:
Leandro Beltran
José Rafael
Composition:
Letícia Fagundes
CGI Director:
Wesley Oliveir
