The
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.
Case:
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.
Results:
Transforming Ocean Trash into Treasures
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
Category
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.
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.
National Geographic
Film from Naturkompaniet YouTube
Let's Connect and Collaborate
For any inquiries please email me at fredrik.ekstrom@abovetheclouds.se or use the link below to find out more about me.
