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Content Starts This Hoodie…is made of seaweed

Published by

MOAH // Sea The Weed

The world’s first ever seaweed hoodie that is compostable and reforests an ocean

1 case study for reforesting coastlines.

23 beaches and Sydney’s coastline reforested.

$1 million wealth invested.

2000 world-leading seaweed hoodies come to life.

4 weeks.

28 days.

One planet to regenerate.

How did this happen?

We were inspired by Damon Gameau’s 2040 film and during the lockdown, Damon joined us on IMAGI-NATION{TV} for a keynote and challenged us all to do what we could.

We believe inequity is shared across the earth with all species, and to find our way we’ve got to start to centre nature again, to regenerate our natural custodial ways. So we went on a quest for 2 years to find someone somewhere that could make the Hoodie yarn, in that time we created the Making of a Hoodie Podcast and the first episode we activated was Seaweed.

One of our team Haylee Rockliff found the Pyratex crew via Instagram and they had the SeaCell technology to fuse 20% seaweed into a Hoodie weight garment, then we kicked it with Damon and them on the first phase of the podcast and with two Indigenous high school students (Lily Thomas McKnight and Milla Morgan), we started dreaming the design and the campaign to shift the system, and instead of claiming the fashion glory, we wanted to take the cloth, and then work out how to shift the system in the short term and the system at large.

We connected with the Surfers for Climate gang and reflected on how we could have Surfers push seaweed fabric back to their sponsors, and finally, we found Operation Crayweed as the group that could re-grow a Sea Forrest.

They said we could do 23 beaches and reforest all of Sydney’s Coastline over a 10-year period for 1M, and we said, righto let’s sell 2000 Hoodies at 500 a pop as Seaweed offset, relational investment shareholder common thread, love garments that reforest an ocean. And then let’s package it up as a case study to regrow the sea forests around the world, Hoodie by Hoodie if we have to. 

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