Creative Gallery on Sustainability Communications


"Sewn not thrown" For Do The Green Thing
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Description / Synopsis

Having recently won the Creative Conscience gold award for graphics and advertising, Swedish product designer Karin Rubing has returned to craft, inspiring us to stitch new life into our old clothes with this lovingly hand-made poster. “All the clothes I own carry their own history. Together we‘ve experienced good times, and bad. They’re pretty much like old friends. So instead of throwing them away when they break, I give them a little love by mending them,” says Karin. “That way our friendship can last longer. Giving a little love to your clothes is giving a little love to the world by being gentle to the environment. Let a needle and thread stitch that sweater back into your life!”


The UK must overcome the “Primark effect” – that is, the mindless purchasing of new clothes we don’t really need (or want) simply because they are irresistibly cheap. For every item of old clothing we send to landfill another four brand new items get bought. Now that’s what we call unsustainable.


Do The Green Thing aims to inspire as many people as possible to live in a less selfish, less consumptive, more imaginative and more sustainable way. Our product is a feed of beautiful, subversive and delightful inspiration made by great creative talent from around the world.


In the seven years since we launched Do The Green Thing, our posters, films, podcasts and products have reached over 21m people in 209 countries/territories around the world. Research conducted by Hall & Partners tells us that we’ve inspired our subscribers to save 2.5 times more CO2 than they otherwise would have.

Title"Sewn not thrown"
AgencyKarin Rubing
AdvertiserDo The Green Thing
Sustainability Themes Climate Change & Atmosphere, Consumption Patterns, Education & Awareness, Waste & Recycling
Date of First Publication 21/05/2013
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TaglineMend your ways
Account Director: Do the green thing 
Account Executive: Do the green thing 
Creative Team: Karin Rubing