Brief as received

“UNLESS will launch what we believe is the most sustainable sneaker ever created. Unlike the ‘green-washing’ efforts of most brands—who merely include recycled plastics or marginally cut emissions—we’ve crafted a shoe with zero plastic, made entirely from plants, designed to fully biodegrade into rich, healthy soil at the end of its life.

We’re calling it ‘THE DEGENERATE.’

We need a holistic approach to communicate and market the most sustainable sneaker ever created.”

Research & Insights

We dove deep into understanding our target audience and the market landscape:

• Surveyed 16-35-Year-Olds: Explored purchasing habits around sustainable products.

• Pricing Sensitivities: Analyzed willingness to pay premium prices for sustainability.

• The “Green Gap” Between Genders:

• Older males showed less interest in paying extra for sustainable products.

• Females were more inclined to pay a premium for sustainability.

• Many females felt guilty about refreshing their wardrobe due to environmental impacts.

Re-framed brief

Our mission became: Create compelling and relevant awareness for the world’s first 100% sustainable sneaker—THE DEGENERATE SNEAKER.

Sharpened audience definition

We focused on:

• 16-24-Year-Old Gender-Neutral Consumers

• 25-34-Year-Old Female Streetwear Enthusiasts

These are style-conscious individuals in the market for casual, non-sport sneakers who value sustainability without compromising on fashion.

Problem identified

No One Knows the Difference

• Sustainability Overload: The terms “sustainable,” “circular,” “green,” “recycled,” etc., blur together for most consumers.

• Complexity Fatigue: The detailed nuances of eco-friendly terminology are overwhelming and unengaging.

• Our Challenge: Radically simplify our sustainability message to stand out and resonate with our audience.

Insight that shed new light

• Microplastics Awareness: Our audience recognizes that microplastics are a major issue, more so than general “plastic” concerns.

• Health Connection: They understand that plastics in the ground can end up in our bodies—an unsettling thought.

• Composting Culture: Over-indexing in composting, they appreciate that composting creates the “best dirt.”

Marketplace & cultural understanding

• Streetwear Lacks Sustainable Options: Existing sustainable fashion brands aren’t part of the streetwear scene.

• Breaking Norms: Sustainable fashion is often “preachy” and “guilt-based,” lacking the irony and fun of streetwear.

• Our Position: Unless Collective is emerging as the first sustainable streetwear company, gaining attention from GQ, Hypebeast, Complex, and CNN.

• Our Tone: Irreverent, fun, and unquestionably motivated for the Earth—a fresh voice in a serious market.

A new way of thinking about the product or brand

• Embracing the End: While other brands avoid discussing what happens to their products after use, we make it our focal point.

• No Microplastic Pollution: Unlike sneakers that use petroleum-based products, which create microplastics, THE DEGENERATE SNEAKER decomposes entirely, leaving only rich soil.

• Bold Statement: We’re not just “doing better”; we’re redefining sustainability by ensuring our product benefits the Earth even after its life cycle ends.

Work the brief inspired

“KEEP IT GROWING” Campaign

Introducing THE DEGENERATE SNEAKER: The best sneaker for the planet.

Launching Backwards: We flipped the script by focusing on the sneaker’s end-of-life benefits rather than its inception.

Visual Messaging: Showcased the rich, healthy dirt the sneaker becomes, alongside its stylish design.

Meet Dee, the Dirtbag

Our Own Influencer: Created Dee, a puppet inspired by beloved “Sesame Street” characters—a green “dirtbag” who goes wild for all things regenerative.

Educational Entertainment: Dee educates and entertains, interviewing real people passionate about Earth and style.

Engaging Content: Through humor and authenticity, Dee bridges the gap between sustainability and streetwear culture.