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We think this could be a good strategy to make sustainability more appealing and relevant to a younger consumer.

On our minds is South African everyday retailer Woolworth’s team-up with rapper Pharrell Williams to ”make sustainability cool”. Pharrell is taking on the role of Style Director across a series of projects engaging a younger audience with sustainability though creativity, including a competition inviting design students to submit proposals for t-shirts made out of recycled plastic waste. We are excited to see the response to this celebrity endorsement adopted to promote sustainability and think it could be a good strategy to make it more appealing and relevant to a younger consumer. More here

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