Ecover Continues to Hero Sustainability with Bold Print Campaign

Following on from ‘The Rewear Chair’ - Uncommon created a suite of print materials to further amplify this sustainable message with Ecover.

Overwashing our clothes is bad for the planet. Anything that helps us wash less is a good thing. So Uncommon Creative Studio and Ecover created ‘The Rewear Chair’. Celebrating the humble laundry chair we all have, and turning it into the chair we all want.

The print includes a series of clothing tags where the stitching has been manipulated to showcase copy with shares this important message - these will run in press outlets including The Guardian.

A broader sustainability commitment

The launch of ‘The Rewear Chair’ is part of a larger sustainability campaign by Ecover, who are working together to reduce the environmental footprint of everyday activities like laundry. The campaign is underpinned by findings from Ecover’s inaugural ‘Home ECOnomics Report’ developed in partnership with Falmouth University by PR agency Manifest.

Commissioned to explore the UK’s laundry habits, the report reveals how Brits wash clothes, their everyday practices and the cultural and advertising influences shaping those routines - many of which have significant environmental impacts, including energy and water consumption, toxic chemical runoff from detergents, and microplastic shedding from washing machines.

The eco-cleaning pioneer’s report reveals how deeply cultural and social expectations have shaped Britain’s laundry habits. Decades of misunderstanding fuelled by misguided household traditions and beliefs have led nearly one in five adults (18%) to mistakenly believe that washing less often doesn’t impact the planet, while one in ten (11%) feel pressured by societal standards to do laundry more frequently, despite being aware of their carbon footprint.