An Athleticwear Company Rebrands as Sustainable, Upcycled Gear
Towards the end of 2019, DHVANI, an athletic wear company, wanted to reshape its product line to reflect the changing values of its consumers. Now more than ever, people are making intentional choices, voting with their dollars, and supporting brands that share their values.
I was charged with developing the go-to-market strategy that would:
- Educate consumers about the environmental impact of fast fashion
- Launch the Terra Collection made from recycled water bottles
- Introduce the Buy One, Plant One program: for each item purchased, a tree is planted