CASE TRETORN: Antarctica Expedition

CASE TRETORN: Brand Shaping Activation. Antarctica Parka & Ocean Net Fabric

Challenge/Objective Tretorn was about to launch a new product The Antarctica Parka, with a new fabric, OCEAN NET, made of ocean waste plastic, aimed to reshape the brand through sustainable innovation, lifestyle storytelling, and culture.

Solution / What I did

• Created the concept “Tretorn Antarctica” to launch the new Ocean-Shell® fabric and parka collection.

• Developed a full go-to-market plan with UN Photo Exp to Antarctica, a retail and digital launch, and a cultural collaboration with music artist Movits.

  • Co-lab jacket, golden tickets, on-stage and behind-the-stage storytelling. 

• Built the narrative and activation strategy connecting product innovation, music, and environmental storytelling.

Result/Impact

• Generated international media coverage and retail demand.

• Positioned Tretorn as a sustainability thought leader within the outdoor lifestyle.

• United adventure, sustainability, and culture in one compelling story.