Overview

First introduced in the 1930s and once hailed as a breakthrough, synthetic fibres have since become a cornerstone of fast fashion, but at a devastating cost to the planet. These materials can take more than 200 years to break down, releasing toxins and microplastics into soil, oceans and even our bodies. They choke marine life, disrupt the food chain and continue to harm the environment long after the clothes themselves are forgotten.

The Brief

The Woolmark Company challenged us to expose the hidden environmental cost of synthetic fabrics and position wool as a natural, renewable alternative. The campaign needed to confront audiences with the long-term consequences of fast fashion in a way that felt original, arresting and culturally resonant, sparking both awareness and behavioural change.

The Outcome

Our creative strategy drew on the visual language of horror to reveal a chilling truth: synthetic fibres are not just waste, but a haunting legacy of bad decisions. The campaign, Wear Wool, Not Waste, reimagines discarded garments as zombie-like entities that return to torment the planet for generations.

Through striking film and photography, we built a visceral world where synthetic fibres consume the environment they once clothed. By contrasting this dark, suffocating imagery with the purity of wool and the natural world, the campaign provokes reflection and urgency, reframing sustainable fashion as a choice between renewal and decay.