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Eco-Essentials Sustainability Initiative

The Eco Essentials Initiative was created as a strategic brand concept to future proof business strategies through branding and sustainability transformation. The concept aimed to challenge and inspire the organisation as well as act as a guiding star within sustainable innovation, communication and sales.


The result of the project was a platform and initiative that changed the business fundamentals and created new sustainable innovation opportunities with a collaborative approach. The initiative was activated through thought leadership PR, retailer coops and designer collaborations. 






Branding & Sustainability

Type of Work

Insights, Strategy, Branding, Concept, Product development,  Activation, Collaborations


This is a case from my CV-Portfolio working at Tretorn, as creative director and head of marketing.


The case was executed with team of dedicated people at Tretorn. 


In 2015 People’s values were becoming more infused in their shopping habits. Consumers were more environmentally and socially conscious, turning to brands that not only talk about responsibility—but demonstrate it by inviting the consumer to transform with them.


In the same time we knew efficiency alone was not enough. The world needed systemic change at scale, and to meet this change we needed to change how we interact with nature. We needed to collaborate rather than compete. And we needed to start look upon waste as a resource and adopt to a more circular mindset.


We created the Eco-Essentials Initiative around a manifest, purpose statement and a road map of continuous development and innovative storytelling collaborations. The objective with the collaborations was to engage the consumer during the transformative phase and continuously push our boundaries. The Eco-Essentials Values was then integrated in the organization through policies, processes and products.


  • About 80% of all products where being made within the initiative.

  • Created a new line of Eco-Sneakers

  • Created a new Eco-brand Sarek

  • Created Left Over Project 

  • Created Ghost Net Project

  • Launched Bio Jacket Project

  • Tretorn x Nigel Cabourn 

  • Tretorn x OiPolloi

  • Tretorn x Naturkompaniet 

  • Tretorn x Corso Como

  • And much more ... 

The mission with The Eco Essentials Initiative was to create a platform that continuously challenge the organisation to act more responsibly and inspire others to do the same.

Watch film at Tretorn YouTube


 Consumer insights, Sustainability Strategy, Brand development, Concept to Consumer Strategy, New Product Development, International Collaborations and Activations


New Eco Brand Position, about 80% of all products being made in the initiative 2020, a distinct new purpose, new categories and product development. A new brand voice and great ongoing international publicity.  


Let's Connect and  Collaborate 

For any inquiries please email me at or use the link below to find out more about me.


Fredrik Ekström

+46 (0) 72 729 46 32

  • Black Edin Ikon
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