Posti Teaching Finns more sustainable consumption: Secondhand September
Posti is building a circular economy ecosystem and finding solutions for more sustainable consumption. To support online second-hand platforms and encourage Finns to embrace second-hand fashion, we created an entire month dedicated to recycled fashion: Second Hand Syyskuu. It’s a month where everyone wins: consumers, Posti’s e-commerce partners, and the planet.
Secondhand September launched with the world’s first Second Hand designer brand.
Finns are familiar with “Dry January” To inspire people to embrace second-hand fashion, we created a designer brand made entirely from pre-loved clothes. The collection was designed by campaign influencers Anna Puu and Benjamin Peltonen, along with Finland’s hottest stylist, Eero Böök.
The launch leaned on strong PR, with the collection featured in Finland’s top media outlets and a live-streamed fashion show on social media. The clothes were raffled off to tens of thousands of eager participants.
