Instead of creating a usual campaign we offered to launch a whole new business direction and to transform pre-used clothes from Laska into merch clothes for different companies’ teams. It`s long-term brand building strategies that connect with customers, improve brand health and ultimately drive growth.

Nowadays the world is trying to rethink the idea of fashion according to the ecological agenda. Every year, 150 billion pieces of clothing are produced worldwide, which is 20 times more than the total population of the planet. 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.

To change the game, we launched a new campaign for charity store Laska. Meet the Laska Upcycle Merch project – merch for brands from vintage 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 their own batch of merch, after which Laska will put their logos on recycled clothes, giving them a second life.

LASKA is a social and beneficent project. They push the idea that we can give second chance to our clothes another way and bring them to charuty store. For the past 11 years, they sort lots of clothes, that 85% is transferred to humanitarian aid in the zone of social insecurity - children's houses, social type houses, centers for people with disabilities.

So LASKA UPCYCLE MERCH turning used clothes into top wanted corporate merch, take care of the Erath, and have a new business for donations.

We made a new sustainable business direction that would lead to long-term profit and support of the charitable part of the business instead of a donation campaign. The work aims to draw in new sources of funding by creating a new service for corporate clients. More than 27 companies have already joined the initiative.

There is one thing in common for all businesses, it doesn`t matter if you are producing sausages or mental health apps - you have corporate merch clothes. So we thought - well, we have plenty of old clothes at Laska, why not transform it into new merch. So this campaign for charity store Laska, centering on an ambitious upcycling initiative that will help clothing brands in Ukraine reuse discarded textilies to create new garments.

To change the game, we together with the charity store Laska launched an eco-conscious project for businesses and their teams, the aim of which is for Ukrainian companies to stop making new clothes with their logos for their employees.

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

Due to war in Ukraine furthur promotion was stopped.