Recycle
- Public Relations
- Creative Strategy
- Consultation
Recycle Boutique is New Zealand’s biggest consignment based preloved clothing retailer that celebrates conscious shopping. Recycle Boutique proudly provides New Zealanders with a solution to fast-fashion and landfill waste - helping kiwis extend the life cycle of their clothing.
Photography by Harry Were
Recycle Boutique needed to create awareness and brand affinity for the launch of their new online store and best-in-class software, shifting the perception of buying and selling preloved clothing towards “cool” and integral to create positive change for our planet.
Someday Studios developed a PR strategy including a media relations programme, tactical ideas to drive engagement, brand affinity, and online registrations and a marketing recommendation for digital, social, outdoor and radio.
‘In with the Old’, is a campaign we developed that celebrates preloved. In a way, buying secondhand is about storytelling; when you buy something preloved you are continuing its narrative.
Drawing parallels with this idea, we wanted to highlight some special New Zealanders who have incredible stories to tell. In this edition of ‘In with the Old’ we interview Penny Calder on fashion and her extensive collection of British Vogue, most of which she has sourced second hand from all over the world.
