Oatly Launches Anti-Fast Fashion 'Post-Milk Generation' Jackets
Niko Pajkovic — October 22, 2021 — Eco
As part of its 'Post-Milk Generation' campaign, Oatly has launched a sustainable fashion collection consisting of two upcycled denim jackets. The unique, vintage jackets were hand-painted by ten female artists and present Oatly's well-known messages such as "choose plants" and "eat fewer animals."
"Through this experiment, we’re able to provide a handful of artists we love a platform to bring their talents to our Post Milk Generation fanbase, while also supporting a remarkable organization and lowering the impact of our merch,” said Heidi Hackemer, Executive Creative Director of Oatly North America.
The proceeds for the limited-edition jackets will be donated to The Lower Eastside Girls Club (LESGC) -- a non-profit youth mentorship program based in New York. The new slow-fashion initiative will also include a range of upcycled t-shirts printed with other popular Oatly phrases such as "wow, no cow."
Image Credit: Oatly
"Through this experiment, we’re able to provide a handful of artists we love a platform to bring their talents to our Post Milk Generation fanbase, while also supporting a remarkable organization and lowering the impact of our merch,” said Heidi Hackemer, Executive Creative Director of Oatly North America.
The proceeds for the limited-edition jackets will be donated to The Lower Eastside Girls Club (LESGC) -- a non-profit youth mentorship program based in New York. The new slow-fashion initiative will also include a range of upcycled t-shirts printed with other popular Oatly phrases such as "wow, no cow."
Image Credit: Oatly
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