Performance Without Toxicity

The Mills Fabrica | Performance Without Toxicity

Work

Performance Without Toxicity

OVERVIEW

Performance Without Toxicity is a forward-looking exploration of material innovations happening in the performance wear sector. The exhibition spotlights next-generation fibres, bio-based inputs and green chemistry, innovations being developed to enable high-performance textiles without reliance on toxic chemicals.

We worked closely with the in-house team to shape the exhibition concept, to optimise the narrative to attract brands and innovators to take part, and, ultimately, to entice the press to write about it. We directed the format to bring in elements that would resonate with different audiences. Included in this was the proposition of a timeline idea to create narrative context and approaching highly regarded contributor and industry spokesperson Samuel Trotman to write a foreword to the exhibition.

We leveraged our connections with brands in the outdoor / active lifestyle industry to help bring consumer brands into the exhibition and to participate in a weekend wellness festival highly low toxicity active lifestyle

Alongside proactive media outreach, we have facilitated a range of interviews between journalists/podcasters and participating start-ups and brands, helping translate complex scientific developments into accessible and compelling stories for press coverage.

ELEMENTS

Copywriting

Media outreach

Strategy

OUTCOMES

Performance Without Toxicity generated strong media engagement before, during and after launch, securing a broad mix of consumer, trade and broadcast coverage while building momentum for ongoing editorial opportunities.

Ahead of the event, coverage was made across Fashion Network, Outdoor Licence, Innovation in Textiles, Outdoor Industry Compass, Ecotextile News, Sporting Goods Intelligence Europe and Verge.

Once live, Performance Without Toxicity gained coverage across television, podcast, online, print and social medias. We organised an exhibition photo call, securing coverage on ITV London News and the BBC. Mentions were made in episodes of The Follow Yourself Experiment and No Ordinary Cloth podcasts.

Amongst the written coverage following the launch is Financial Times (in print and online), Shortlist, Suston, Vogue Italia, Broadsheet, It’s Not Sustainable by Tiffanie Darke, BBC News and Seamless.