Teemill & Rapanui // Take Back Friday

Teemill, the world's biggest dedicated circular economy ecommerce platform, teamed up with sister brand Rapanui to launch Take Back Friday — a campaign to reverse Black Friday and help tackle the issue of fashion waste. Working with a network of around 10,000 stores that use the Teemill platform to design and sell circular clothing, Take Back Friday flipped the buy, buy, buy messaging of Black Friday, urging customers to send back old clothing instead, so it could be turned into new clothes.

Building brand awareness

Take Back Friday gave Rapanui and Teemill the perfect opportunity to demonstrate their pioneering approach to fashion. In an industry where one garbage truck of clothing is landfilled or burned every second, Rapanui and Teemill print everything on demand, use 100% certified organic cotton, and made to be remade, so it can be sent back and turned into new clothing when customers are finished with.

£0 budget - maximum impact

The campaign was entirely organic, however attracted support from the likes of model Marina Testino, DJs Rob da Bank and Eddie Temple-Morris, and coverage across fashion titles including Vogue, Stylist and Harper's Bazaar.

My Role

• Creative concept

• Project lead

• Narrative and messaging

• Content development and copywriting

• Media relations