In 1963, Professor Arne Dahlqvist of Lund University in Sweden discovered lactose intolerance, and his student Rickard Öste developed the world's first oat "milk" in the 1990s.
Later, he founded one of the most popular brands for young people today: OATLY.
Recently, this company focusing on the study of oat substrate as a product has unexpectedly launched...
10 limited edition raincoats!
Yes, you read that right, OATLY is going to be a "tide card".
Although it may seem like a bad business, it is actually a consistent display of OATLY's environmental protection and trend genes.
Eco-friendly imprint on a vintage quick-drying raincoat
These 10 limited-edition quick-drying raincoats were created by OATLY and 10 artists.
All raincoats have trendy designs with the artist's stated ideas, and without exception, express their concerns about the environment, plants and climate change.
Image credit: OATLY RE-RUN store
The eye-catching red on the back of the first raincoat, embellished with white raindrops and the letters of sprouting plants, combines artistic and environmental elements just right.
From the artist: DAVID HUANG
At a glance of these two pieces, the burning flowers are particularly eye-catching, and behind them is the earth crying.
The contrasting design of blue, cyan, pink and yellow makes people's vision and emotions more quickly mobilized.
From the artist: CHRISTINA DAURA
The frequent rainfall and changes in the pH value of rainwater, as well as water and soil pollution, brought about by climate change, deserve our attention with "warning oranges" and dangerous elements.
From the artist: JEN MUSSARI
And cute plants and cute bugs are organic parts of nature, allowing us to celebrate the growth of plants with a light mood.
From the artist: MEG LEWIS
The earth-colored brown style also has a rich natural element and a bit of punk flavor.
Those eyeballs, which are ubiquitous in nature, express concern for environmental protection.
From the artist: JOSHUA NOOM
This sky-blue raincoat with a cute cow and banana on it.
One can't help but think that less animal husbandry, more oat milk, maybe less carbon emissions.
From the artist: MAX MACHEN
The army-green raincoat looks eerie, the black lines outline the destroyed woods, and the dirty and dangerous elements trigger the inner vigilance of the person that protection of the environment is imminent.
From the artist: MATT HUYNH
This green piece is a little more vivid than the previous one, and the artist superimposes the elements that destroy the environment intricately to form a "dangerous wonderland".
From the artist: DAVID OKU
When ochre and silver boldly and passionately collide, two elements with a shiny face form a sparkling declaration:
Everyone can be shocked by the energy brought by plants.
From the artist: MI LEGGETT
The last piece of just the low-saturation elements blends into a circle through the artist's clever design, and the earth and the sea blend so intimately.
From the artist: ROSELLY MONEGRO
You may want to ask, where is the environmental protection of the raincoat itself?
In fact, if the clothing of this material of the raincoat chooses the appropriate printing process for production, as long as it is properly maintained, the life cycle of a raincoat may be worth 10 times of fast fashion clothes to buy old and new.
The durability of the material and the reduction in the number of prints on the garment also effectively reduce carbon emissions and protect the environment.
The raincoat series fictionalizes students and faculty at "quick-dry" high schools wearing raincoats to school in case the ceiling leaks and wets them
At present, ten environmentally friendly raincoats are limited, the unit price is $200 / piece, and some styles are currently sold out.
If you are moved, you have to act quickly.
OATLY wants you to wear and wore
In fact, this is not the first time OATLY has come out of the "fashion suit".
The raincoat collection is the third installment in OATLY's RE-RUNS DROP trilogy.
The first and second parts are "Wearable denim jackets for fast fashion" and "Vintage sweaters that are worn year after year".
A hardwearing denim jacket that fights fast fashion
Durable to the vintage sweater worn year after year
The RERUNS DROP trilogy is the first project to restart the stores around OATLY.
Now that OATLY already has a nearby mall, why reboot?
The OATLY website reads:
NEW MERCH IS LIKE THE LAST THING THE PLANET NEEDS.
Fast fashion isn't an environmentally sustainable option even if it is covered in awesome plant-based propaganda.
In a word, the mall decided to take the environmental protection route to fight fast fashion and sell environmentally friendly products.
So we see that the clothing style classic material released by the first project after the restart of OATLY shopping malls is durable.
For most buyers, almost every model can be worn until the sky is old.
Oh, OATLY states that the proceeds from these garments will be donated to community organizations to support their causes.
It's not just oat milk that is sustainable
When you think that OATLY cross-border clothing is strange, in fact, environmental protection can be reflected in any part of any company.
A small detail that is less well known to the public is that OATLY's environmental protection is also reflected in the production process.
Brown oats, water and fiber remain after the production of oat milk, which is really uncomfortable to look at.
However, ugly things also have a beautiful side.
The waste is transported by OATLY to a renewable energy company, where it is processed and fermented to produce biogas, which in turn is converted into renewable electricity.
Part of the electricity generated by oat waste is converted into production electricity at the OATLY oat factory and part charged electric transport trucks.
Club!
Stylish and eco-friendly chemistry
Fashion and environmental protection are very easy to collide and spark.
Gucci has launched the Gucci Off The Grid series, the theme of which is "sustainable", and the products are made of recycled nylon "ECONYL".
Gucci Off The Grid. Image courtesy of Gucci
Hermès and Mycoworks have collaborated to develop a leather alternative derived from "mushroom mycelium" that not only replaces traditional animal leather in terms of performance, but also minimizes material waste.
The door handles of the Mercedes-Benz VISION EQXX models advertised for a range of more than 1200KM are made of Biosteel fiber, which is lighter and stronger and 100% biodegradable.
Mercedes-Benz VISION EQXX. Image courtesy of Autohome
The collision with environmental protection has brought more inspiration and possibilities to fashion, and to a certain extent, it has also improved the product experience of consumers, as for the price...
Commercial companies are environmentally friendly, do you buy it?
Almost all companies are now practicing environmental protection.
For example, Apple uses 100% recycled aluminum to produce iPads, Nike uses recycled polyester fibers to make sneakers, Heytea uses paper straws instead of plastic straws, etc.
Environmental responsibility has become an important part of the company's brand image, but consumers' attitudes such as appreciation, lack of concern (neutrality) and non-recognition are clear.
In such an era when consumption and environmental protection, hedonism and introspection coexist, the environmental protection words and deeds of commercial companies must continue to attract people's attention and discussion.
What about your attitude?