The Ghost Net Project

Product development, Concept and Activation

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. 

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