Generate media attention for the new line. Highlighting the fact that OLOGY uses fibers (such as milk), that are not typically out on the market. The enclosed book communicates the high fashion appeal of the line, along with the interesting scientific makeup of the fabric.
Surprise recipients with an actual dresser drawer with sustainable items that they wouldn't expect to find with their clothes, the tag line being: “not what you would expect to find in your dresser drawer.” The press kit was distributed to media and environmental influencers.
Magazine ads are also shown, the photoshoot with the elephant was covered by fashion television.