Matt Nicholas

It takes 9000 litres of water to make a pair of jeans. The average item of clothing gets worn 7 times. 

The most environmentally friendly outfit you can buy is... nothing. 

Most people have enough stuff. It’s better to dye the colour of that teeshirt, cut the sleeves off that old jacket, wear your Mum’s old flares. People are constantly being advertised so many things they don’t need. So we’re stood out from the noise and made a bold statement - we made Ecover's eco-friendly laundry detergent famous for anti-waste by advertising... nothing.

We bought a series of billboards in prominent shopping locations and installed mirrors with the phrase: 

“The perfect outfit is the one you’re already wearing”.