As part of its 'Post-Milk Generation' campaign, Oatly has launched a sustainable fashion collection consisting of two upcycled denim jackets. The unique, vintage jackets were hand-painted by ten female artists and present Oatly's well-known messages such as "choose plants" and "eat fewer animals."
"Through this experiment, we’re able to provide a handful of artists we love a platform to bring their talents to our Post Milk Generation fanbase, while also supporting a remarkable organization and lowering the impact of our merch," said Heidi Hackemer, Executive Creative Director of Oatly North America.
The proceeds for the limited-edition jackets will be donated to The Lower Eastside Girls Club (LESGC) -- a non-profit youth mentorship program based in New York. The new slow-fashion initiative will also include a range of upcycled t-shirts printed with other popular Oatly phrases such as "wow, no cow."
Oat Milk-Branded Upcycled Clothing
Oatly Launches Anti-Fast Fashion 'Post-Milk Generation' Jackets
Trend Themes
1. Upcycled Clothing - Oatly's sustainable fashion collection offers an opportunity for the fashion industry to reduce waste and environmental impact through upcycling.
2. Slow Fashion - Oatly's slow fashion initiative promotes a change in the fashion industry towards producing high-quality, long-lasting clothing items that reduce waste and environmental impact.
3. Collaborative Art - Oatly's collaboration with ten female artists on the hand-painted jackets offers a disruptive innovation opportunity for the fashion industry to incorporate collaborative art in sustainable clothing designs.
Industry Implications
1. Plant-based Food - The collaboration promotes the plant-based food industry as a whole, given that Oatly is a leading brand in this space.
2. Youth Mentorship Non-profits - The initiative features a charitable donation to the Lower Eastside Girls Club, which provides an opportunity for businesses in the non-profit sector to seek partnerships with sustainable fashion brands.
3. Printing Services - Oatly's upcycled t-shirts featuring printed messages provide a disruptive innovation opportunity for printing companies to offer sustainable printing methods on recycled clothing items.