To encourage more young people to donate clothing for second hand use, Aoki has teamed up with Myrorna on the launch of rehaul – a response to the consumer-orientated trend of posting haul videos online. Using the artist Joy as spokesperson, Aoki has created a campaign which inspires people to give away clothing and items they no longer use. The campaign can be seen across social media and in Myrorna’s stores. In partnership with the agency Manifest PR, we’re now rolling out the campaign by collaborating with a range of blogs as well as auctioning clothes worn by Joy, among other activities.
Myrorna is a second-hand chain whose profits go to people who are in difficulty. In the summer of 2015 we began a long-term partnership where the goal is to enhance their profile, rejuvenate the target audience, increase reuse and create the conditions for occupational training and social work. With integrated campaigns we will increase sales and establish Myrorna as an alternative to the big chain stores, primarily within fashion and interior design.