The most sustainable clothes are the ones you already have, but on average clothes are worn only ten times and thrown away long before they need to be.

Together with Electrolux, we launched a global campaign encouraging people to change the way they treat their clothes. Our focus was on addressing overconsumption, highlighting clothing graveyards in the Atacama desert.

Break the Pattern consisted of a launch film focusing on the problem, a clothing collection made out of recycled clothes, social assets focusing on how you could extend the lifetime of your clothes, and sponsored articles. 

Creative team, F&B: Joakim Blondell, Johan Eghammer, Staffan Lamm, Johan Eghammer, Niclas Düfke, Hanna Karlsson, Ine Bryhn