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Ghost Net Project

The Ghost Net Project was a strategic, brand purpose activation. Created to showcase sustainability commitments through product development and turning ocean trash into treasures.

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650 000 tonnes of fishing nets are floating around in our oceans as debris, what if we could harvest this floating nylon forests and turn them into high quality rainwear. 


Driven by consumer insights, the Ghost Net Project seamlessly integrated sustainability strategy, brand development, retailer collaboration, new product development, design direction, and international activations.


The initiative successfully pioneered a new eco category, strategically positioning the brand in the sustainability realm. Collaborations forged a path to sales-driven product marketing, garnering international PR reach and establishing a thought leader position in the industry.


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Transforming Ocean Trash into Treasures

Marketing Set up Ghost Net Above The Clouds

The Ghost Net Project and Rain Jacket From The Sea stand as a testament to my tenure as Head of Marketing & Creative Director Europe at Tretorn.


A collaborative effort with Tretorn's skilled teams —product, design, sales, and marketing.


My role encompassed conceptualization, initiating collaborations, narrative creation, design direction, visual identity, and managing production. The launch was activated through retail, PR, and influencer strategies.

Photo Credit: Norr Agency 365 Naturkompaniet. Ghost Net Jacket 

The Project


Branding & Sustainability

Type of Work

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

Unveiling Hidden Treasures in Ocean Trash

The project stemmed from insights revealing the prevalent use of non-natural fibers in rainwear.


We discovered a vast resource—650,000 tonnes of discarded fishing nets made of high-quality nylon.


This became the inspiration for our endeavor: harvesting these oceanic waste forests and transforming them into treasures.

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Photo Credit: Carolines Mode, Stockholm StreetStyle, Philip Conradsson 


Power up Brand Strategies through Sustainability and Eco-Decisions.

The Ghost Net Project emerged from collaboration with Swedish outdoor retailer Naturkompaniet, transcending its origins to become a symbol of responsible manufacturing and retail. Recognized at the UN World Ocean Conference, adorned by Swedish Crown Princess Victoria, featured in National Geographic Magazine—it became a pivotal element in Tretorn's sustainable brand positioning.

Film from Naturkompaniet YouTube

Let's Connect and  Collaborate 

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

Fredrik Ekstrom Above the Clouds

Fredrik Ekström

+46 (0) 72 729 46 32

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