TURNING THE WORLD’S TRASH INTO PREMIUM RECYCLABLE FOOTWEAR.
Trash Planet was a sustainable footwear brand I founded in 2018. The goal was to create contemporary footwear using recycled and plant-based materials while building a brand that could compete with much larger companies despite having a limited budget.
Over six years I was responsible for multiple aspects of the business, from product design and manufacturing to photography, content creation, paid advertising, email marketing, PR, and e-commerce.
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To create the future of footwear. In a world where fashion is increasingly disposable, and where only 1% of fashion is recycled, we set out on a mission to create the world's first closed loop premium recyclable footwear brand.
We also only made small-batch runs of limited drop shoes, with each model embroidered with the date that they were first designed (e.g. 920 being September 2020). THE CHALLENGE
THE ROLE
As the founder I managed the following stages of the customer journey:Assisted with product designLed brand strategy, creative direction, development, and marketing planShot all photography, videography (incl. editing), created all graphics, brand image, and ran all social channelsManaged all paid advertising platforms including Meta, Google, and TikTokCreated and managed all D2C e-mail marketing and flows via KlaviyoSet up and developed the website including custom coding via ShopifyCreated both investment decks and decks for retailers to purchase from
PR and media outreach
PHOTOGRAPHY +
CONTENT
All brand photography and video content was produced in-house.
This included:
Product photography
Lifestyle campaigns
Social media content
Launch campaigns
Reels and TikToks
Ecommerce imagery
E-COMM PRODUCT SHOTS
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E-COMM PRODUCT SHOTS //
SOCIAL MEDIA
I grew the Trash Planet Instagram to over 28,000 followers with a minimal advertising budget. Instagram was used for a range of purposes including working with influencers, sharing brand BTS, running community polls to inform the direction of new styles, and to update followers on new retail partnerships as well as sustainable education.
REELS AND TIKTOK
I grew the Trash Planet Instagram to over 28,000 followers with a minimal advertising budget. Instagram was used for a range of purposes including working with influencers, sharing brand BTS, running community polls to inform the direction of new styles, and to update followers on new retail partnerships as well as sustainable education.
ONLINE ADS
Advertising was primarily run across Instagram, Facebook, TikTok, and Google Ads.
WEB DESIGN
THE BRIEF
I needed to create a website that reflected the brand's punk sustainability personality whilst making sustainable products feel desirable and easy to shop.
I designed and developed the website with a focus on balancing strong visual storytelling with a straightforward e-commerce experience. The goal was to create a lightweight fast-loading website that minimised bounce rates and friction from advertising to landing page, whilst also feeling distinctive and memorable with clear navigation and an intuitive purchasing journey.
Key areas of focus included:
• Information architecture and user journeys
• Homepage design and storytelling
• Product page design
• Responsive layouts across devices
• Visual design and brand consistency
• Conversion-focused e-commerce experience
I used Google Analytics and Hotjar screen recordings and user heatmaps to understand user journeys and constantly improve the website to further drive the results we were aiming for. The website had a GTMetrix A grade for site speed.
The result was a website that communicated the brand's mission, showcased products effectively, and provided a seamless experience from discovery to purchase.