The Fashion Waste Index



LABFRESH is a Dutch-based fashion label committed to the motto of "buy less, wash less, wear longer" to tackle overconsumption. They design and produce timeless menswear, such as t-shirts, shirts, and, more recently, trousers, in high-quality cotton with stain repellent textile technology. 

As part of LABFRESH’s expansion plans, they were seeking a PR agency who could improve the visibility of their brand and generate buzz around the wider topic of sustainable fashion in Germany, the Netherlands and the UK. 


In order to fully grasp the issue with overconsumption in fashion on a worldwide level, ABCD created the Global Fashion Waste Index. This index revealed how countries are currently managing their fashion waste according to select criteria such as the total textile waste that is recycled, reused, incinerated, or put on a landfill site. In order to capture the magnitude of the problem, we also calculated a ‘per capita share’ of the annual textile waste and of the respective disposal methods for each country.


ABCD created three landing pages for each respective market to offer a linkable asset for publications.


To view the campaign, please click here.


The campaign secured 42 clippings, with 25 backlinks. The campaign has only been seeded in the 3 targeted cities and has successfully been covered in all relevant media outlets. 

Links from top sites such as: 

Coverage from publications such as: 


© 2020 ABCD Agency UG (haftungsbeschränkt)

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