Oatly protests fast fashion with recycled products


Many vegans and non-vegans are familiar with Oatly, a Swedish brand that makes oat milk. As one of the hottest oat milk brands on the market, it makes sense that the company is also experimenting by tackling the fashion realm. Oatly is testing “ReRuns,” a collection of recycled vintage clothing in stylish streetwear that doubles as a wearable protest against fast fashion.

Many brands offer merchandise, but even companies with a focus on sustainability often look to items like newly made T-shirts or tote bags to build brand awareness. Oatly wants to try to shake things up with a range of artistic and trendy pieces that are recycled using clothes that already exist.


“Welcome to our not-so-small experiment of recycling products into merchandising-type items that skip the unsustainable cycle of fast fashion in favor of carefully designed pieces that are as cutting-edge as the propaganda they are covered with,” Oatly said. on the ReRuns web page.

The current collection includes a line of vintage denim jackets with handcrafted patterns and messages on the back. Oatly partnered with 10 artists (Stephanie Santana, Lindsey Made This, Jessica Warby, Nicole Chui, Ellen Jong, Emma Hall, Danica Pantic, Mary Kate McDevitt, Cymone Wilder and Ann Chen) to create the merchandise, and each piece stands out. sells for $ 250. As of this writing, all but two jackets are sold out. All proceeds will go to the Lower Eastside Girls Club, which offers free youth programming in the fields of STEM, the arts, leadership and wellness in New York City.

The jackets feature messages such as “After the Milk Generation”, “Oats are the Future”, “Eat Less Animals” and “Break the Food System”.

But if you haven’t got your hands on the recycled denim jacket of your dreams, Oatly also has several recycled vintage t-shirts with graphics like “Wow No Cow” and “Weekend Vegan” to purchase to show your commitment. towards a plant-based diet. Each of these shirts retails for $ 18 to $ 24. Since the company works with recycling clothing for its products, you can select the phrase and size of the t-shirts, but each order will vary in color, print, and style.

In time for the holiday gifts, Oatly will also be launching another limited collection of recycled sweaters with hand-crafted designs by a new cohort of artists.

“Our wonderful team of evangelists in Oatly have always been at the forefront, helping us spread the gospel that plants are better for the planet, and we have heard loud and clear from them that they wanted our merchandise, ”said Heidi Hackemer, Executive Creative Director for Oatly North America. “However, it wouldn’t be Oatly if we didn’t find ways to constantly improve ourselves and strive to make everything we do and put in this world, environmentally friendly. Through this experience, we are in. able to provide a handful of artists we love a platform to bring their talents to our Post Milk Generation fan base, while supporting a remarkable organization and reducing the impact of our merch. win-win. But if we’re proven wrong, well, at least we’ve tried. “

Based in Los Angeles, Paige is a writer with a passion for sustainability. In addition to writing for EcoWatch, Paige also writes for Insider, HomeAdvisor, Thrillist, EuroCheapo, Eat This, Not That !, and more. She received her BA in Journalism from Ohio University and holds a Certificate in Women, Gender and Sexuality Studies. She also specialized in sustainable agriculture while pursuing her undergraduate studies. When not writing, Paige enjoys decorating her apartment, enjoying a cup of coffee, and experimenting in the kitchen (with local and seasonal ingredients, of course!).

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