Perwoll proves at Copenhagen Fashion Week that luxury can be redefined – fashion doesn’t have to be new to stay relevant. Shown to PR, media, and content creators to build a new mindset.
Showing that technology and a sustainable mindset create value.
We all wear a lot of clothes, and overproduction in the fashion industry is a major problem. We need to rethink how we value clothing—because there is already enough.
Perwoll’s product range features ReNew technology, giving old fabrics a new lease on life. We aim to raise awareness for more sustainable fashion consumption and for products that restore the value of old and pre-loved items.
To do so, we developed an owned, earned, and paid media strategy, implementing content stations and interactive experiences that support the story of redefining value and taking care of your clothes.
Emotional. Educational. Interactive. Shareable.
The entire collection, including all items made from reclaimed bags, is now back in the fashion cycle through our Sellpy shop—creating a full-circle moment and a powerful narrative.
Lost, Found, RenNewed and back in the Fashion Loop, showing other fashion brands that “taking care” is the new luxury. We created a full circle value-line: Bid for lost luggage at airports, collected fashion that was lost “in transit”, created the Reclaimed Collection with Sustainable Stylist Victoria Lee, found a location directly at the CPH Airport, reinterpreted airport elements like announcement and turned them into fashion statement, took the old suitcases and integrated them into the decoration & interaction concept. Showed that taking care and being conscious is a mindset full of value and that Perwolls technology is a game changer in the fashion sector. With several Pre Events, Professional Shootings in the location, and the big FashionShow in our Experience Hangar (with a lot of content possibilities) we created an awareness experience that went viral through all markets of Europe. The clue, everybody can buy a piece of the collection, also followers of the creators.
