Sustainable Parka

Sustainable Parka

Roots

ROOTS

Sustainable
Parka

THE WHAT, WHERE AND WHEN OF IT:

Since 1973, the Roots brand has existed to make apparel that lasts and respects the environment every step of the way.     

Launching a sustainable parka made of 80 plastic bottles was a natural extension of that purpose.  

Our research uncovered that while everyone is interested in buying sustainable, nearly half have trouble visualizing the impact. Intellectually they understand it but not emotionally. Context can change that.

Rather than launching the parka in a magazine or store window, we launched it in the water bottle aisle of grocery stores. See the jacket, see a sea of plastic beside it. 

The entire inventory sold out in under 24 hours.