Napapijri - Infinity Launch (2019)
Changing minds about the role of streetwear in sustainability. Helping Napapijri launch the world’s first 100% circular, fully recyclable jacket.
Premium outerwear brand, Napapijri, needed a partner to help them realise their big ambition: to define their role for the next generation of young people through sustainable innovations that help create a better world.
First, we developed a global sustainability strategy with enough focus and flair to break out of the corporate realm and become a force in culture. Then, we made sustainable product design irresistible to an international audience with an interactive launch event.
Our sustainability strategy transformed the complex idea of circularity into a customer facing movement; changing our relationship with our clothes and becoming a force in culture.
We developed an integrated launch campaign for the Infinity Jacket, the world’s first 100% recyclable jacket, based on a combination of art, futurism, and technical storytelling. The centre piece of this being a launch event for key international journalists, influencers and VIP customers. Influencers and press had lots of creative photo opportunities so they would feel excited to share the jacket’s story.
A fully circular event – from recyclable installations to zero waste canapés and cocktails. We embedded sustainability firmly in the minds of a new, influential customer.
With over 200 attendees on the night - from key streetwear and sustainability titles, influencers, and VIP customers.
We reached key titles identified by Napapijri - stats are being compiled.
