20something wanted to do its small bit for the planet. Carbon offsetting is far too transactional. The aim was to build in emotion, reward, and subtle bragging rights. We turned to the t-shirt - something relatable to all.
We created Another Tee. Another Tee plants 24 mangroves each time it's sold. Mangroves are 5x more effective at absorbing carbon than land-based trees. In their short lifetime, these 24 mangroves will absorb more CO2 than the average EU person creates each year. What's more, Another Tee is 100% organic, unisex, climate-neutral, and Peta Vegan-approved.
We launched Another Tee on Black Friday - a day set to create 429 million kilograms of CO2 emissions globally.
ECD: Will Thacker
Design: Samuel Guillotel, Rory Stiff, Casey Highfield
The tee is one big walking advert for itself, even including the URL
We launched with sustainability-centric influencers like Anuna De Wever.
We wrapped carbon-offsetting in best practices from the most successful streetwear labels: Good design. Slow Fashion. Products with great stories. A strong digital community. A love of all things retro - you could even play snake on the website.
We used the StyleGAN2 machine-learning algorithm to allow a computer to create its own version of a forest for our launch films.
ECD: Will Thacker
Art Direction: Samuel Guillotel, Rory Stiff, Casey Highfield
