From Insights To Activation 

Transforming research and insights into big thinking creative actions and help craft brands that stand for something


The Eco Essentials Initiative

The Eco Essentials Initiative was created as a strategic brand concept with a mission to transform Tretorn into more responsible manufacturing and operations.


The mission with Above The Clouds is to offer a future focused marketing & communication service. I'm specialised in transforming research and insights into big thinking creative actions that moves freely between earned, paid and owned channels. We help companies successfully manage the disruptive forces of sustainability and changing consumer pattern. With a unique blend of trend research, consumer insights, brand strategy and conceptual activations we can help breathe new life into clients brand purpose and craft brands that stand for something, that share an enthusiasm and passion, that engage people, and ultimately stand out from the competition.

Trend Insights 

Trend Report  

The New Sustainable Consumer

- And her search for truth

Most of the changes we’re seeing right now are actually major transformations into new lifestyle behaviours rather than shorter trends in the market. To keep track of or even participate in and influence these changes, brands need more than ever to create a strategic approach to what is happening

The decisions we make now have the power to rebuild and reshape brands long after the influence of the pandemic. One key action is to integrate sustainability within all business functions and find new opportunities to create value for the consumer, employees, and investors.

photography OLOF GRIND, styling MARCUS SÖDER – originally published in Scandinavian MAN Issue 3 aw 2018.

photography OLOF GRIND, styling MARCUS SÖDER – originally published in Scandinavian MAN Issue 3 aw 2018.


 The New Sustainable Consumer report is an exploratory foresight report and was published in Scandinavian MIND issue 1. 


Our purpose with understanding the New Sustainable Consumer is to create a better understanding for why and how consumers do or do not incorporate sustainability issues into their consumption pattern


The Ghost Net Project

Portfolio work from Tretorn, as head of marketing and creative director 

Case: Consumer insights, Concept to Consumer Strategy, Product design brief, Visual development and production, Lifestyle PR and influencer seeding, media partnerships and   

Selected impact: National Geographic, Make It Last, Dagens Industri, UN World Oceans Conference NYC, Crown Princess Victoria Bernadotte, Plaza, Icon, Cafe, KING, Veckans Affärer.       

The Ghost Net Project was part of a three season collaboration with Tretorn and Naturkompaniet in Sweden. We took a stand in our mutual love of the outdoors and shared passion for responsible manufacturing and retailing. We teamed up to create a three season project of responsible design and innovation and  launched  three iconic projects. The Left Over Project, The Ghost Net Project, The Bioplant jacket. 

Strategic Concept and Activation

The idea was based on the insight that 650 000 tonnes of fishing nets are floating around in our oceans. Fishing nets are made out of high quality nylon which decay slowly, risking to wipe out entire eco system. We said -

What if we could find our “non natural” resources in a “semi natural way” in nature? 

We created a limited edition line of rainwear that was made from collected fishing nets and ocean waste. It had a new design, new way of on-product marketing, new style of hero, outdoor and e-com photography and was launched in selected Naturkompaniet stores and online.  

My Role:

  • Conceptual idea

  • Design brief for products 

  • Go To Market strategy

  • PR and influencer activation

  • E-com and digital activation

  • Instore merchandising 

  • Visual brief and production 

Public Speaker

Scandinavian MIND

Transformation Conference

Keynote Speaker The New Sustainable Consumer Trend Report 

The Transformation Conference is a new event from ­Scandinavian MIND, in collaboration with Nordic Talks. The conference brings together the best minds from technology, fashion, design, beauty, and ­mobility to discuss how to build a more sustainable future.

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