10 SECS
CAN HELP SAVE THE PLANET
WILL YOU #STRUTFORCLIMATE 🌎 👟
➕ BE PART OF
the 30,000 yr runway stitch
similar to the 🧊🪣 challenge
or the ‘24 hours of Happy’ music video 🎵
but instead YOU get to:
1. record a joke strut (as if you’re a model)
2. upload it your socials and mention @strutforclimate #30000yearrunway
3. tag 3 friends to strut within 30 hours
watch history unfold, and be part of something bigger than yourself!
#strutforclimate #changetheworld
IT’S A SOCIAL MOVEMENT
how many clothes get made in a year globally (gulp)
🚨 over 100 Billion (just FYI)
📸 to put it in perspective - imagine if we …
• took every garment made this year, and
• walked it down a catwalk for 10 secs,
… the audience would be sitting there for 30,000 years - to watch ONE years of clothing production strut past!
For real! 😳
👀 HELP ILLUSTRATE
WHY STRUT?
It seems crazy that clever climate-change experts, make us imagine clothing in hard-to-picture settings - like olympic pools, garbage trucks, and statues (see our ‘real reframes’ below)
Which is why,
we want to make an easier to visualise
a years worth of clothing production!
People can’t change what they can’t SEE!
We thought:
• imagine how long you’d be sitting IF …
• we took every item of clothing made this year …
• and strutted it down a catwalk (back to back) …
• for 10 seconds per item …
We realised:
It would take 30,000 years! 🤦🏼♀️
… after we rocked in the corner, we thought: how compelling* is that!
*our butt felt sore just thinking about it! Not to mention, we were reluctant to adopt vampire status to watch the show 🩸
SO … let’s make history 🤳🎬
• with the worlds longest music video!
• and the world’s longest fashion runway!
Why?
to save people actually sitting
through a 30,000 year show,
or becoming vampires.
Featuring …
yours truly!
Get amongst it
10secs of change-maker fame is now yours for the taking!
#strutforclimate
and help us SHOW a years worth of clothing production!
And if you want to inspire others to join,
beyond tagging three friends,
then chalk up a runway too!
Chalk it | Walk it | Own it
On Instagram & TikTok
it’s only a social movement,
if you make it so
Every strut helps 👟
(pivot practice optional)
WHAT’S COMING NEXT?
STRUTmail shares insider-updates!
nm if you strutted, or tutted, you're gonna want to know what's dropping next.
Get early invites, intel and MVP access ⚙️🚨
🤜🤛 frequency: minimal
we’ll be too busy making chalk runway activations 😂
BE 1ST TO KNOW
REAL REFRAMES
Seriously, who can picture an olympic pool full of clothes, or a garbage truck per session of clothing going to landfill? (why do climate folks pick such hard to imagine references? We’re ex competitive swimmers - and even we can’t imagine waste measured in pools 🤷🏼♀️)
That’s why here at Strut for climate we share our top reframes - to re-frame popular stats about fashion production, consumption and waste - in a way that is hopefully easier to imagine, and therefore easier to consider changing:
REFRAME #1 OLYMPIC POOLS >>> 🥛
💧 "To make our clothing, 93 billion cubic metres of fresh water are used every year, the equivalent of 37 million olympic-size swimming pools" - The Ellen MacArthur Foundation (cited in The Earthshot Prize article 2021) source
💡 OUR REFRAME: A better water stat, we think, is that it that it takes 1200L of water to make ONE 100% Cotton T.shirt - the equivalent of 6 bathtubs 🛀 or 4,800 glasses of h20 🥛
(muse on that next time you’re bathing or hydrating)
- - - - - - - - - - - - -
REFRAME #2 TRUCKS PER SECOND >>> 🛏️
🚚 For our truck trackers:
In 2017 "The equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second" - according to Ellen MacArthur Foundation source
💡 OUR REFRAME: Garbage stinks!
Which triggers disgust! Which turns people off from the message.
Our retake on this to IMAGINE a king-sized bed piled high with clothes every second goes going to landfill.
Go sleep on that fact (especially if you’re on the fence about strutting)
- - - - - - - - - - - - -
REFRAME #3 STATUE STATS >>> 🧺
🗽 And if you’re more of a statue stacker - then try visualise these metrics from the land of the free:
"Every year New York City landfills 200 million pounds of clothing (equivalent to over 440 Statues of Liberty)" - from the Ellen MacArthur Foundation #WearNext campaign with NYC | Source
💡 OUR REFRAME: eep, we’re pegged in a corner with this awkward visualisation … so we’re going to suggest:
Imagining so many clothes going to landfill in NYC alone that it would take over 800 million pegs to hang them up each year.
That’s a lot of laundry currently going to landfill!
…
MORE COMING SOON
We’d love to hear your top reframe examples over on socials.
Til then, we’ll see you on the pavement … I mean runway
#strutforclimate
#strutlikeyoumeanit
#strutforslowfashion
@strutforclimate
Because no planet needs a #30000yearrunway to cleanup!
👟