Monki announces a new sustainability campaign

05.05.2017 Fashion : Retail : Sustainability
Monki Cares, Sweden

Sweden – An accompanying campaign video highlights easy adjustments consumers can make to save energy and protect the environment.

The tongue-in-cheek video, part of the brand’s Monki Cares campaign, depicts a series of models who call the fictional Lazy-Eco hotline for advice on how to ‘be more environmentally friendly’. An off-screen voice suggests a range of easy changes the callers can make such as washing their clothes at 30 rather than 60 degrees and freeze cleaning certain garments.

The brand recently announced its commitment to using 100%-recycled or sustainably sourced materials to produce its organic denim range by 2030, and has released a list of materials that it claims will not feature in its collections including fur, angora fibre, merino wool and materials derived from the rainforest.

Monki has also launched an in-store recycling service, which enables customers to donate old clothes and home textiles from any brand.

The Big Picture

  • In line with our New Consciousness design direction, brands are increasingly communicating sustainability through playful campaigns
  • Brands are highlighting their ethical and sustainability credentials rather than taking a heavy-handed approach to inspire people to recycle
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