Sustainable Parka

Sustainable Parka



The word sustainable is overused, how do you sell a jacket that’s exactly that in a more visceral way?

This past winter, Roots Chicago released their first sustainable parka made entirely of recycled plastic bottles. But they weren’t the first. Research shows there’s so much sustainable messaging in the market, the word itself is becoming white noise. Consumers also said it’s hard for them to visualize the actual impact of their purchase.

So, to help contextualize impact, and to stand out from the sea of sustainable messaging in malls and online, we launched the parka in a bodega. In a fridge, to be exact. Right smack dab in the middle of the plastic water bottle aisle. All to show how plastic can become so much more than waste.   


The jackets sold out within 24 hours.

Coverage by Chicago Business Journal.