Case: Tretorn Ghost Net Project

Challenge / Objective Tretorn aimed to accelerate the ECO-ESSENTIALS Initiative but needed to prove its sustainability commitment through tangible innovation that would inspire retailers, media, and consumers.

Solution / What I did

• Created the concept “The Ghost Net Project” 

• Designing a rain jacket made from discarded fishing nets, “Ghost Nets.”

• Set up collaborations with retailers and partners, and managed product, concept, storytelling, PR, and global activation—from idea to execution.

• Developed the long-lead PR strategy positioning Tretorn as an innovation leader and sustainability pioneer.

Result/Impact

• Achieved global media visibility: UN World Water Conference (NY), National Geographic, and royal endorsements from Crown Princess Victoria and handed to the Emperor Family in Japan.

• Strengthened brand reputation and commercial performance.

• A proven example of how sustainability PR drives both brand and sales.