Promoting sustainable stories through fashion

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Rhumaa's Winter 2019-2020 collection was made with love and respect for the oceans, tackling sea trash in hope of fashioning change and raising awareness, using designs evolved from sea images taken by South African environmental photographer, Fernando Badiali. 

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Braving the name ‘OBSOLETE TRASH’, the collection was designed to challenge our thinking on the environment and the impact of wearing an item that tells a relevant story.

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The range shared a story about plastics and trash found in our waters; a bold impact message Rhumaa hoped consumers would take notice of.  The collection was made with sustainable fabrics and flow designs to represent the ocean and bring this watery story to life.  

 

This campaign took a prized spot at the 2020 Berlin Fashion Week on the main ramp for sustainability.

 

• Sold to more than 100 European retailers

• On show with more than 210 sustainable fashion brands from 22 countries at Neonyt, Messe Frankfurt from 14-16 January 2020

• 400 bloggers and influencers

• Represented events using the Rhumaa brand and this campaign as an example in the line-up of the international conference Fashionsustain

• Featured at Neonyt show with looks put together Fashion Stylist Claudia Hofman  

• Increased social media following and engagement by 40%

• Onboarded brand ambassadors to Rhumaa building 3rd party referrals and long-term relationship bonds with the brand and external communities (using Dutch Jazz musician Sabrina Starke and Dutch Bloggers Talita Kaloe, HolitikNL and Stella Mina

• Ran a give back campaign for 'Green is the new Black Friday'.

• Ran a #Bethechange campaign and competition to support the NO PLASTIC movement 

• More than 25 Press Mentions; Luxiders Mag, AFImag, ELLE NL, Linda magazine, Jan Magazine and Superior Magazine

• Shortlist for the 2019 GWAND Sustainable festival awards - Nomiated Finalist

• Over 450kEU in sales​

• Listen Rachelle Momberg on the Happinez NL 'my green heart podcast' here 

Educating on sustainable stories - for future change

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Teaching underprivileged school children in South Africa how to Recycle at school and beyond.

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We created and managed an inter-school competition at underprivedged schools in one of the poorest communities in Cape Town, called Langa. The aim of this campaign was to teach primary school kids the importance of recycling and to educate them on its long term value and effects. 

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Two schools who know each other well in the area went head to head in a Polyco / Packa-ching competition.  They were encouraged to collect trash for a month and recycle them into the recycling bins positioned at their schools.

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Educators and students were engaged to support this competition with multi-level prizes for students, teachers and the overall winning school. 

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3200kg of waste was collected during this competition and R3600 in cash was received for the recycling efforts during this project, which went to the winning school. 

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This was run as a pilot to maintain ongoing recycling efforts at the schools and promote a long-term love for the planet at grassroots.

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Packa-Ching is a Polyco product aimed at reducing the amount of recyclable waste entering landfills or being discarded in the environment and to increase collection and recycling rates in South Africa by showing that used recyclable packaging has a monetary value.

 

Emotive brand storytelling through video

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Video is king in the world of content and we produce emotive storytelling videos to promote sustainability, like this one, featuring Pip Tully, a sustainable artist from South Africa. 

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Videos like this are shot in one day, with several edits and image files for quick turnaround and social share.  We focus on the story, emotion and quality. 

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We use professional video / photographic editors with a love for nature and the environment and we produce in-house. 

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This video took 2 weeks to arrange, 1 day to shoot and 2 days to edit.

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Brand Collaboration to build reach and connect more

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Rhumaa's summer 2019 collection promoted self-worth and inner strength. This campaign, entitled 'THINK INWARD' served to build connections at the heart of its campaign strategy and personal experiences.  

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Over and above the campaign rollout, which included a new collection launch, publicity, a social launch, and trade exhibitions/shows held in Germany and Amsterdam, we also held pop-ups and media events in Europe, boasting live music performances from our brand ambassador Sabrina Starke.

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We used collaborative events, pop-ups and occassions during this campaign to promote healthy body image and healthy self-love, along with reaching out to extended audiences to connect further.    

 

A small percentage of every sold item in our Pop Up store was donated back to the Arts and Culture Trust in South Africa, offering a donation while shopping.  

 

This collaboration was with purpose-driven brands and people who focus on sustainable goals and promote positive impact like we do. 

In collaboration with:
Rhumaa's Artist, Katlego Modiri (from South Africa) @kmodiri3 & Nourished Netherlands @nourishednederland & Dick Moby @dickmobyamsterdam & Lemonaid @lemonaid_nl and pop up location @demerkenwinkel Huidenstraat, Amsterdam.

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