# Oat Milk-Branded Upcycled Clothing Oatly Launches Anti-Fast Fashion 'Post-Milk Generation' Jackets By Niko Pajkovic | Published 2021-10-22 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/postmilk-generation References: [vegnews](https://vegnews.com/2021/10/oatly-clothing-line) & [oatly](https://www.oatly.com/) As part of its 'Post-Milk Generation' campaign, Oatly has launched a sustainable fashion collection consisting of two [upcycled denim jackets](https://www.trendhunter.com/trends/mango-jeans). 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](https://www.trendhunter.com/trends/post-consumer-brands) fanbase, while also supporting a remarkable organization and lowering the impact of our merch,” said Heidi Hackemer, Executive Creative Director of [Oatly North America](https://www.trendhunter.com/trends/oatly-and-kids-of-immigrants). 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 ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 82% | Activity: 84% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Upcycled Clothing:** Oatly's sustainable fashion collection offers an opportunity for the fashion industry to reduce waste and environmental impact through upcycling. - **Slow Fashion:** Oatly's slow fashion initiative promotes a change in the fashion industry towards producing high-quality, long-lasting clothing items that reduce waste and environmental impact. - **Collaborative Art:** Oatly's collaboration with ten female artists on the hand-painted jackets offers a disruptive innovation opportunity for the fashion industry to incorporate collaborative art in sustainable clothing designs. ### Who This Affects Most - **Plant-based Food:** The collaboration promotes the plant-based food industry as a whole, given that Oatly is a leading brand in this space. - **Youth Mentorship Non-profits:** The initiative features a charitable donation to the Lower Eastside Girls Club, which provides an opportunity for businesses in the non-profit sector to seek partnerships with sustainable fashion brands. - **Printing Services:** Oatly's upcycled t-shirts featuring printed messages provide a disruptive innovation opportunity for printing companies to offer sustainable printing methods on recycled clothing items. ## Related on Trend Hunter - [Limited-Edition Barista Fashion Ranges](https://www.trendhunter.com/trends/oatly-and-kids-of-immigrants.md) - [Sustainable Dairy-Branded Apparel](https://www.trendhunter.com/trends/organic-valley-2.md) - [Mission-Driven Alt Milks](https://www.trendhunter.com/trends/oatish.md) - [Branded Dairy-Free Initiatives](https://www.trendhunter.com/trends/oatbox-resoatlution-challenge.md) - [Statement-Making Oatmeal Outfits](https://www.trendhunter.com/trends/porridge-dress.md) - [Macho Plant-Based Drink Campaigns](https://www.trendhunter.com/trends/oatly-and-ef-pro-cycling.md) - [Oat-Based Creamer Rebrands](https://www.trendhunter.com/trends/oatly-8.md) - [Oat Milk Fountains](https://www.trendhunter.com/trends/designed-for-humans.md) - [Oat Drink Powders](https://www.trendhunter.com/trends/overherd.md)