20something Offsets Carbon Emissions of the Entire Human Race with Another Tee
Creative company 20something today launches another tee, a t-shirt that offsets the average carbon emissions of an entire human life.
another tee, which costs £3,600, is produced from EarthPositive fabric and made from 100% organic cotton. The fabric is climate neutral, made in facilities powered by green, renewable energy, from low-environmental-impact raw materials. To comply with the Fair Wear Foundation code of labour practices, it undergoes annual audits, while production processes are controlled and certified under the Global Organic Textile Standard.
Australia has the world’s highest total annual carbon emissions, coming in at 17 tonnes per capita. (Source: Our World In Data ). Built into the price of this t-shirt is that footprint offset for life, achieved via the planting of mangrove trees.
One trillion trees need to be planted to tackle humankind’s CO2 emissions. (Source: The Crowther Lab Report, ETH, Zurich ). But coastal mangrove forests are five times more effective at sequestering carbon than tropical land forests (Source: UN Environment Programme) and so present a much more effective way to sequester carbon emissions.
The mangrove-planting via partner SeaTrees (a project by non-profit Sustainable Surf), and their local planting partner Eden projects, also helps provide sustainable employment for villages in the Biak region of Indonesia, and helps to protect the people of Biak from storm-surges and sea-level rise, both of which are linked to the climate crisis. It also creates a critical habitat for threatened animal species.
20something is aware few will be able to afford another tee, which is why the team is also offering a t-shirt for £39, which more than offsets the annual carbon footprint of an individual living in the EU. (Source: Carbon Brief, 2020). The option will also be available to renew this offset each year.
another tee is climate neutral, unlike the average cotton t-shirt, which typically comes with a 15kg carbon-footprint (source: Carbon Trust) and by restoring ocean flora, is ocean positive too. It is created on demand in order to minimise resource, energy and material wastage, and will arrive on customer’s doorsteps in biodegradable packaging.
The design on the reverse of another tee tells the entire story of the t-shirt itself, including its carbon neutrality, the mangrove-planting effect purchasing one has, and even the URL where one can purchase it.
Elliott Starr, senior copywriter at 20something says: “Activist groups like Extinction Rebellion are demanding that governments reduce greenhouse gas emissions to net zero by 2025. We’re not going to get there just by recycling. If we are to stop climate change, less consumption and most importantly smarter consumption is key. Whilst people may buy fewer, they will not stop buying t-shirts altogether. That's where another tee comes in.”
Brett Giddings, director programs at SeaTrees / Sustainable Surf says: “We believe that the actions and impact of brands and individuals are critical in our mission to plant millions of SeaTrees to reverse climate change. Making those actions engaging and tangible by wearing that impact for everyone to see is the perfect way to spark deeper conversations that inspire viral action.”
Fran Docx, strategy director at 20something says: “another tee represents a gold standard in ethically sourced and planet-positive products. It’s our hope that through establishing this standard, others will follow suit and one day another tee will be just that…another tee.”
Hannah Jones-Walters, business director at 20something says: “Our company is proud to work with clients who are actively working towards a greener planet. Now our own product will make a difference to the world’s future. Our team has worked really hard to not only create something people will actually want to wear, but to also make every element of the supply chain as environmentally friendly as possible.”
another tee will be launching on Instagram @anothertees and online at anothertee.xyz
Creative: Elliott Starr
Creative Direction: Will Thacker
Art Directors: Samuel Guillotel, Rory Stiff, Casey Highfield
Project Lead: Hannah Jones-Walters
Category: Corporate, Social and PSAs , Environment
Genre: Fashion & Beauty