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

Photo: Antonio Cossio for ARD

Every second, a full truck of clothes ends up in landfills. But what does that have to do with you?

Photo: Antonio Cossio for ARD

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

Engaging a larger audience by promoting exchange instead of purchase

Exchange instead of purchase

Engaging a larger audience by promoting exchange instead of purchase

17 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.

Simple as that. Anyone who brings 5 old clothes gets 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!

People are talking about us

30+ vehicles publications

This project was only possible because of these people

30+ vehicles publications

Client: Malwee
Agency: Nama
Creative Director: 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)

Audio:
Produtora de som: Janga
Composição e Produção: Dessa Ferrreira
Produção Executiva/atendimento: Tatiana Nascimento
Coordenação e atendimento interno: Marcela Lima
Desenho de som e mixagem: Daniele Dantas
Locução: Bruna Guerin

Motion:
Produtora Zombie
Diretor: Daniel Salles
Produtora executiva: Natalia Gouveia
Diretora de conta: Kira Nayana
Produtor: André Carvalho
Diretor de Produção: Leandro Beltran
Animador 3D: Leandro Beltran e José Rafael
Composição: Letícia Fagundes
Diretor de CGI: Wesley Oliveira
Financeiro: Alessandra Cena

Event:
Produtora: Lets Produções
Direção de Produção: Leticia Frungillo
Produção Geral: Julia Cury
Assistente de produção: Nayara Grundi
Set design: Baralab
Ellen Baraldi: Paula Baraldo
Artista Mascaras: Carol Almeida
Assistente criação máscaras : Vanessa almeida

Event:
Produtora: Lets Produções
Direção de Produção: Leticia Frungillo
Produção Geral: Julia Cury
Assistente de produção: Nayara Grundi
Set design: Baralab
Ellen Baraldi: Paula Baraldo
Artista Mascaras: Carol Almeida
Assistente criação máscaras : Vanessa almeida

Event:
Produtora: Lets Produções
Direção de Produção: Leticia Frungillo
Produção Geral: Julia Cury
Assistente de produção: Nayara Grundi
Set design: Baralab
Ellen Baraldi: Paula Baraldo
Artista Mascaras: Carol Almeida
Assistente criação máscaras : Vanessa almeida