Eco-Essentials Initiative Transforming Tretorn Through Sustainable Innovation

Objective

When the Eco-Essentials Initiative was launched, Tretorn was at a crossroads.

The market was changing. Consumer expectations were shifting fast. Sustainability was moving from a “nice-to-have” to a decisive factor in brand trust, preference, and long-term relevance.

The objective was not to create a sustainability capsule or a communication platform. The objective was to transform the brand from the inside out.

Turning traditional rain-jackets and bags into being made of Recycled material

Eco-Essentials was created to:

– Redefine Tretorn’s brand meaning for a new generation

– Turn sustainability into a driver of innovation, not a constraint

– Move from statements to action, from efficiency to system change

– Build long-term brand equity through credible, tangible progress

This was a strategic brand initiative with one clear ambition: to make sustainability inseparable from how Tretorn designs, produces, communicates, and collaborates.

The Ghost Net Project - Turning Ocean Waste into Products

The Idea/Insight

The initiative was grounded in a fundamental insight emerging around 2015–2016:

Consumers were no longer impressed by brands talking about responsibility. They were starting to reward brands that acted, even if the journey was imperfect.

At the same time, it became clear that:

– Efficiency alone would never be enough

– The fashion industry needed systemic change, not optimization

– Waste had to be seen as a resource

– Innovation had to be circular by design

The shift required a deeper mindset change in how brands relate to nature, resources, and progress.

From this came the core belief behind Eco-Essentials:

The future of innovation is sustainable innovation.

Collab with SEA LIFE TRUST for jacket, bag, sneaker made out of Ghost Nets

Not as a finished destination, but as a continuous journey of learning, testing, failing, and improving.

This belief was distilled into the purpose statement I created for the initiative:

“We Inspire people to enjoy everyday life otdoors and be part of creating a better world.”

Eco-Essentials Purpose statement created of me as part of the project.

Eco-Essentials was designed as an engine, not a campaign, constantly pushing the brand forward.

The Concept

Eco-Essentials became Tretorn’s strategic platform for transformation, spanning product, sourcing, communication, partnerships, and culture.

As Creative Director and Head of Marketing Europe, I created and led the initiative across all phases:

– Concept creation and strategic framework

– Sustainability strategy, KPIs and compliance

– Product evaluation, development and sourcing

– Factory assessments and material innovation

– Visual identity, symbols, hangtags and on-product communication

– PR, advocacy and thought leadership

– Trade shows, sales tools and global go-to-market strategies

Eco-Essentials was embedded into the organization, not added on top of it.

The Launch of Eco Sneakers—Won the Sustainability Award in Scandinavian Outdoor Award

From platform to action

The initiative came to life through projects that pushed boundaries year by year:

– The Left Over Project Turning factory waste into limited-edition collections by reclaiming unused fabrics before disposal.

– The Ghost Net ProjectTransforming discarded fishing nets into high-quality rainwear, sneakers and bags — exhibited at the UN World Oceans Conference and recognised by the Swedish Royal Court.

– Bio-Based & Degradable Innovation Developing fully biodegradable rainwear made from sugar cane starch, thistles, soy-based prints and fossil-free coatings.

– OCEAN-SHELL® Fabric A next-generation circular fabric made from up to 80% recycled ocean waste, waterproof, breathable and recyclable again.

– Eco Sneakers Transformation Reinventing sneaker production with natural rubber soles, recycled components, and low-impact leather, eventually bringing 100% of Tretorn sneakers into the initiative.

– Collaborations with Purpose Partnerships with Nigel Cabourn, Makia, Naturkompaniet, Oi Polloi and others, using storytelling, heritage and place to communicate sustainability as culture, not compliance.

Eco-Essentials also reshaped how Tretorn told its story, through brand books, editorial lookbooks, manifests and seasonal narratives that reflected the soul of the brand, not just the product.

Example of reports and integrated marketing assets

Results

Eco-Essentials fundamentally changed Tretorn.

The initiative:

– Became the brand’s strongest and longest-lasting equity platform

– Shifted sustainability from messaging to operating model

– Increased brand preference among consumers, retailers and buyers

– Positioned Tretorn as a credible leader in sustainable innovation

– Created new categories, products and collaboration opportunities

– Influenced partners, retailers and industry peers beyond the brand itself

What started as a bold internal decision evolved into a defining part of Tretorn’s identity and remains one of the brand’s most valuable assets today.

Most importantly, Eco-Essentials proved something essential:

Progress doesn’t come from waiting for perfect answers. It comes from acting, learning and moving forward, again and again.