A New Sweden

  • Brief

    Inspire and persuade urban Swedes to invest in a fashion brand that's as committed to sustainability, design, and craftsmanship as A New Sweden is.

  • Insight

    People always thought that eternity is great. But in reality, things that are here forever are not sustainable. Like plastic.

  • Idea

    Celebrate the fact that we (and our clothes) are not here forever.

NOT HERE FOREVER.

Through A New Sweden’s capsule collection titled “NOT HERE FOREVER”, the temporary nature of living things is celebrated. The three sweatshirt variants are an ode to the very thing that makes us human: mortality.

Paste stickers (bio-degradable, of course,) around the city on objects that are here forever (which is not sustainable) and those that are not here forever (which is sustainable.)

Mini street marketing

Credits

Copywriter
Natasha Kurnia

Art Directors
Andréa Bideau
Camille Roulleau