ABOUT
Concept
Laska Upcycle Merch was born out of a need to rethink how companies approach branded merchandise. Rather than producing new, often unwanted clothing items every year, our creative agency partnered with the Laska charity store to offer an environmentally conscious alternative: upcycled merch. The goal was to raise awareness about clothing overproduction and redefine corporate gifting culture, all while supporting charitable causes in Ukraine.
Execution
Instead of a typical fundraising campaign, our agency proposed a new business direction for Laska — creating custom-branded clothing from second-hand garments. These items, which had already lived previous lives, were revived through quality recycling and updated with company logos. We pitched this service to large corporations as a way to both boost team spirit and reduce environmental impact.
To popularize the initiative, we produced a vibrant musical dramedy that humorously showcases the lifecycle of merch at a Ukrainian dacha — a cottage where most branded clothing ends up as homewear or rags. The campaign emphasized the environmental cost of textile waste while presenting a hopeful, actionable alternative.
Results
Over 20 major companies joined the initiative within the first phase.
The project established a new sustainable revenue stream for Laska, shifting from donations to service-based income.
100% of profits from the project were donated to Ukrainian charitable foundations.
The campaign helped position Laska not only as a thrift store but also as a leader in circular fashion for the corporate world.
Back to Laska Upcycle Merch project
Elisabeth Grosse aka LIZITA
Graphic Designer
United Kingdom
The Artist as Photographer
Creative Director, Ken Gerhardt Photography
South Africa
Anastasiia Zaesenok
2d Animator, Illustrator, Freelance
United States
Komal F.
Textile Designer, KB Art Treasures
Pakistan