Here’s an interesting one. Oat milk company Oatly has released a new experimental merch initiative for its biggest oat-obsessed fans. Called “ReRuns,” the line offers a mix of pre-loved t-shirts and one-of-a-kind vintage denim jackets.
Taking a creative and community-driven approach, Oatly tapped a group of rising female artists to put their own oat-loving, plant-forward spin on a collection of vintage denim jackets. The artists include Stephanie Santana, Lindsey Made This, Jessica Warby, Nicole Chui, Ellen Jong, Emma Hall, Danica Pantic, Mary Kate McDevitt, Cymone Wilder, and Ann Chen. All proceeds will benefit The Lower Eastside Girls Club (LESGC), a non-profit connecting young women and gender-expansive youth in NYC to healthy and successful futures through free, innovative programming and mentoring. An extra reason to love LESGC: Plant-based after-school meals grown on their rooftop garden and programs focused on environmental justice learning and activism.
“Our awesome crew of Oatly evangelists have always been front and center, helping us spread the gospel that plant-based is better for the planet, and we’ve heard from them loud and clear that they want our merch,” said Heidi Hackemer, executive creative director of Oatly North America. “However, it wouldn’t be Oatly if we didn’t find ways to constantly improve and strive to make everything we do and put out into this world, environmentally thoughtful. Through this experiment, we’re able to provide a handful of artists we love a platform to bring their talents to our Post Milk Generation fanbase, while also supporting a remarkable organization and lowering the impact of our merch. We think it’s a win-win-win. But if we’re proven otherwise, well, at least we tried.”
Now through Friday, October 22nd, two Oatly-inspired, vintage denim jackets will drop each day and will be available for purchase at oatly.com. Jackets are sold first-come, first-serve for $250. In December, Oatly will drop its second limited-edition release: a series of one-off, Oatly-inspired, vintage holiday sweaters, designed by a new set of hand-picked artists.
For fans looking for more options to rep the Post Milk Generation, upcycled t-shirts (supplied by and in partnership with Goodfair) emblazoned with one of five of Oatly’s power statements will also be for sale. T-shirts will be sold at cost for $18 to $24.