The new clothing line from the oat milk brand Oatly is a protest against fast fashion
The Swedish brand Oatly, best known for its vegan oat milk, is stepping into sustainable fashion with the introduction of its first line of upcycled denim jackets. The unique vintage jackets are painted with messages by 10 artists who conjure up Oatly’s bold campaigns for the post-milk generation with slogans such as “Eat less animals” and “Choose plants”.
“Our great crew of Oatly evangelists have always been at the center and helped us to spread the gospel that vegetable material is better for the planet, and we’ve heard them loud and clear that they want our merch,” Heidi Hackemer, Executive Creative Director of Oatly North America said in a statement. “However, it wouldn’t be Oatly if we didn’t find ways to constantly improve ourselves and to make everything we do and bring out into this world environmentally friendly.”
From now through October 22, Oatly will post two jackets each day (which retail for $ 250 each) on its website, and all proceeds will go to The Lower Eastside Girls Club (LESGC), one in New York City resident non-profit mentoring and community program for young women and gender-specific youth.
Oatlys Merch is a fast fashion protest
85 percent of the textiles end up in landfills. As such, the limited edition jackets from Oatly are part of the brand “Repetitions” Clothing experiment to combat waste. The initiative also includes upcycling T-shirts (made in collaboration with second hand brand Goodfair) and printed with Oatly’s popular phrases like “wow, no cow”, which are interestingly bought. Customers choose their size and message, and the company will surprise them with the color and style of the shirt they receive. The program is designed to keep clothing out of landfills, especially as branded items are becoming increasingly popular. The t-shirts cost between $ 14 and $ 24.
“Through this experiment, we can provide a platform for a handful of artists we love to bring their talents to our Post Milk Generation fan base while supporting a remarkable organization and diminishing the impact of our merchandise,” said Hackemer. “We think it’s a win-win-win situation. But if the opposite is proven, then at least we’ve tried. ”
After the jackets have had their day, Oatly will also be releasing its second limited edition in December. The collection will be a series of unique, Oatly-inspired vintage Christmas sweaters designed by a new group of hand-picked artists.
Vegan oat milk is so popular
Oatly has been in the oat business for more than 25 years and has dominated the U.S. oat milk market since it entered the States via NYC coffeeshops in 2017. Since then, Oatly has expanded into the retail sector with partnerships like Target and has landed on Starbucks’ menu across the country. Outside of the vegan milk category, Oatly’s oat milk-based soft ice cream proved an instant hit in the States and is now available in select Major League Baseball stadiums, the frozen yogurt chain 16 Handles, and several restaurants like Gott’s Roadside in the historic San Francisco ferry building.
The brand, now sold in 20 countries around the world, is backed by media mogul Oprah Winfrey and recently went public in a $ 1.4 billion IPO. His 2020 Super Bowl advertisement brought his quirky post-milk generation message to the big screen with a spot in which CEO Toni Petersson played a keyboard in an oat field while he did a short jingle with the text “It’s like milk , but made for people “sang.
In addition to oat milk (and now upcycling merch), Oatly’s product portfolio includes oat milk-based products such as yogurt, ice cream and spreads.
More information about Oatly can be found at:
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