The UNLESS Biodegradable Hoodie - Born to Die (2022) :60 (USA)

Internationally-renowned creative consultancy INDUSTRY stays true to its roots - announcing a new partnership with plant-based brand UNLESS, INDUSTRY collaborated on the advertising behind UNLESS’ new and innovative biodegradable hoodie.

Launched as part of UNLESS’s spring 2022 collection, their new biodegradable hoodie is the ultimate luxury utility vehicle. In the spirit of springtime and rebirth, the marketing campaign for the hoodie centers around the concept of being ‘Born to Die’ - but it’s actually more about life than it is about death. The messaging drives home UNLESS’ mission to create fashionable clothing without having to compromise style and what is the right thing to do for the planet.

“We started UNLESS because we believe in the power of the collective to change the fashion industry from a major polluter into a regenerative force for good. We take inspiration from the energy, creativity, and activism of our home in Portland and the Pacific Northwest.” - Tara Moss, Co-founder and Chief Marketing Officer for UNLESS

Due to the high amounts of plastic in most clothing, fast fashion actually never dies. It stays on earth forever, creating even more waste than we can manage. This campaign is an act of defiance against that. As a collective of innovators, engineers, artists, and activists who are aiming for a more plastic-free world, they are going against the status quo of the fashion industry by creating a product that disappears by decomposing into the ground - thus, its death.

INDUSTRY and UNLESS intentionally cast Pacific North West locals that actually live the “Born to Die” lifestyle (those who are unafraid to take risks, push boundaries, and live life to the absolute fullest) and crafted a story that captures the life and death of our biodegradable hoodie through them. They hope this campaign can inspire others to live their lives unapologetically—all while being in style, of course.

Tara Moss continues to say “We collaborated with INDUSTRY and see them as a member of our collective. Our Born to Die campaign has turned sustainable storytelling on its head and shares what happens when you start with the end in mind, showcasing the full lifecycle of our 100% plant-based product from a fresh perspective.”

The UNLESS Biodegradable Hoodie is born to die. Built with a heavy weight cotton fleece and reinforced construction, it is true to its workwear roots. Traditionally crafted in Los Angeles, CA and made 100% from plants (which means zero plastic.) It can take everything life has to offer. When you’ve worn it to death, send it back to us and we’ll make sure it disappears without a trace.

Ad agency: INDUSTRY