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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.






Branding & Sustainability

Type of Work

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


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


The Ghost Net Project started as part of a collaboration with the outdoor retailer Naturkompaniet in Sweden. But quickly grow in importance and positioned the brand by taking a stand in the shared passion for responsible manufacturing and retail.  

The project was based on the insights that most rainwear is not made out of natural fiber, it’s made out of polyester and nylon, so if we can’t find these resources in a natural way in nature, how can we find them in a semi natural way?



We found out that 650 000 tonnes of fishing nets where floating around in the oceans as debris. And fishing nets are made out of high quality nylon. The resource used for making rain proof fabric. What if we could harvest these floating forests of trash and turn them into treasures?​

We launched the Ghost Net Project through PR, collaborations, retail marketing and thought leadership.


My role was creating the concept, act as strategic and creative lead, design and visual direction, GoTo-Market strategy and manage activations.

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. 

Film from Naturkompaniet YouTube


 Consumer insights, Sustainability Strategy, Brand development, Retailer collaboration, New Product Development, Design direction, International Collaborations and Activations


Established a new eco category, Sustainability brand positioning through collaborations, sales driven product marketing, international PR reach and though leader position. 


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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