Circular without spin
A customer-facing campaign designed to challenge Black Friday's hyper-consumerism.
(Client)
Teemill
(Year)
2023
(Services)
Strategy, Content, Project Management
Innovative
Branding
A campagn to drive awareness and take-up of circular fashion across thousands of stores globally.
The Brief
Teemill, the world's biggest circular e-commerce fashion platform, wanted to evolve its Remill system beyond its own products and invite the wider public to return any 100% cotton clothing—regardless of brand—for recycling and remanufacture.
The Idea
We developed Thread Not Dead — a rallying cry for a new kind of fashion system. More than a slogan, it framed circularity not as an end-of-life solution but as a living, breathing loop.
Teemill, the circular fashion platform, wanted to evolve its Remill system beyond its own products and invite the wider public to return any 100% cotton clothing—regardless of brand—for recycling and remanufacture.
Concept
We developed Thread Not Dead—a creative platform and rallying cry for a new kind of fashion system. More than a slogan, it framed circularity not as an end-of-life solution but as a living, breathing loop.
Approach
Brought in to develop, project manage and execute the campaign, I worked with the in-house team to:
Develop the campaign concept and narrative, shifting the brand from “take back” to “make back”, highlighting Teemill’s unique ability to remake old garments into new products through their fibre-to-fibre Remill system.
Shaped the creative direction and messaging hierarchy across audiences, based on the Thread not Dead central concept
Developed tone of voice and storytelling principles
Balanced the needs of a host of stakeholders, from small stores to global names
Project-managed the multi-channel rollout across owned and earned channels
Execution
Launched in November 2023, the campaign included:
A global call-to-action for the public to send back cotton clothing (any brand)
A store credit incentive and ambassador scheme
A full storytelling suite, including web copy, social content and explainer comms
A reusable identity for future circularity campaigns
Impact
Campaign backing from the likes of BBC Earth, WWF, and Surfers Against Sewage.
Influencer engagement
Organic traffic spikes throughout the campaign
Circular without spin
A customer-facing campaign designed to challenge Black Friday's hyper-consumerism.
(Client)
Teemill
(Year)
2023
(Services)
Strategy, Content, Project Management
Innovative
Branding
A campagn to drive awareness and take-up of circular fashion across thousands of stores globally.
The Brief
Teemill, the world's biggest circular e-commerce fashion platform, wanted to evolve its Remill system beyond its own products and invite the wider public to return any 100% cotton clothing—regardless of brand—for recycling and remanufacture.
The Idea
We developed Thread Not Dead — a rallying cry for a new kind of fashion system. More than a slogan, it framed circularity not as an end-of-life solution but as a living, breathing loop.
Teemill, the circular fashion platform, wanted to evolve its Remill system beyond its own products and invite the wider public to return any 100% cotton clothing—regardless of brand—for recycling and remanufacture.
Concept
We developed Thread Not Dead—a creative platform and rallying cry for a new kind of fashion system. More than a slogan, it framed circularity not as an end-of-life solution but as a living, breathing loop.
Approach
Brought in to develop, project manage and execute the campaign, I worked with the in-house team to:
Develop the campaign concept and narrative, shifting the brand from “take back” to “make back”, highlighting Teemill’s unique ability to remake old garments into new products through their fibre-to-fibre Remill system.
Shaped the creative direction and messaging hierarchy across audiences, based on the Thread not Dead central concept
Developed tone of voice and storytelling principles
Balanced the needs of a host of stakeholders, from small stores to global names
Project-managed the multi-channel rollout across owned and earned channels
Execution
Launched in November 2023, the campaign included:
A global call-to-action for the public to send back cotton clothing (any brand)
A store credit incentive and ambassador scheme
A full storytelling suite, including web copy, social content and explainer comms
A reusable identity for future circularity campaigns
Impact
Campaign backing from the likes of BBC Earth, WWF, and Surfers Against Sewage.
Influencer engagement
Organic traffic spikes throughout the campaign
Circular without spin
A customer-facing campaign designed to challenge Black Friday's hyper-consumerism.
(Client)
Teemill
(Year)
2023
(Services)
Strategy, Content, Project Management
Innovative
Branding
A campagn to drive awareness and take-up of circular fashion across thousands of stores globally.
The Brief
Teemill, the world's biggest circular e-commerce fashion platform, wanted to evolve its Remill system beyond its own products and invite the wider public to return any 100% cotton clothing—regardless of brand—for recycling and remanufacture.
The Idea
We developed Thread Not Dead — a rallying cry for a new kind of fashion system. More than a slogan, it framed circularity not as an end-of-life solution but as a living, breathing loop.
Teemill, the circular fashion platform, wanted to evolve its Remill system beyond its own products and invite the wider public to return any 100% cotton clothing—regardless of brand—for recycling and remanufacture.
Concept
We developed Thread Not Dead—a creative platform and rallying cry for a new kind of fashion system. More than a slogan, it framed circularity not as an end-of-life solution but as a living, breathing loop.
Approach
Brought in to develop, project manage and execute the campaign, I worked with the in-house team to:
Develop the campaign concept and narrative, shifting the brand from “take back” to “make back”, highlighting Teemill’s unique ability to remake old garments into new products through their fibre-to-fibre Remill system.
Shaped the creative direction and messaging hierarchy across audiences, based on the Thread not Dead central concept
Developed tone of voice and storytelling principles
Balanced the needs of a host of stakeholders, from small stores to global names
Project-managed the multi-channel rollout across owned and earned channels
Execution
Launched in November 2023, the campaign included:
A global call-to-action for the public to send back cotton clothing (any brand)
A store credit incentive and ambassador scheme
A full storytelling suite, including web copy, social content and explainer comms
A reusable identity for future circularity campaigns
Impact
Campaign backing from the likes of BBC Earth, WWF, and Surfers Against Sewage.
Influencer engagement
Organic traffic spikes throughout the campaign