10 SECS
CAN HELP SAVE THE PLANET
WILL YOU #STRUTFORCLIMATE 🌎 👟
➕ BE PART OF
the 30,000 yr runway stitch
similar to the 🧊🪣 challenge
or the ‘24 hours of Happy’ music video 🎵
but instead YOU get to:
1. record a joke strut (as if you’re a model)
2. upload it your socials with #strutforclimate @30KYrunway
3. tag 3 friends to strut within 30 hours
watch history unfold, and be part of something bigger than yourself!
#strutforclimate #changetheworld
IT’S A SOCIAL MOVEMENT
how many clothes get made in a year globally (gulp)
🚨 over 100 Billion (just FYI)
📸 to put it in perspective - imagine if we …
• took every garment made this year, and
• walked it down a catwalk for 10 secs,
… the audience would be sitting there for 30,000 years - to watch ONE years of clothing production strut past!
For real! 😳
👀 HELP ILLUSTRATE
WHY STRUT?
It seems crazy that super smart climate-change experts, make us imagine clothing in hard-to-picture settings - like olympic pools, garbage trucks, and statues (see real reframes below)
Honestly,
we just want to make an easier to visualise
a years worth of clothing production!
People can’t change what they can’t SEE!
We thought:
• imagine how long you’d be sitting IF …
• we took every item of clothing made this year,
• and strutted it down a catwalk (back to back)
• for 10 seconds per item …
We realised:
It would take 30,000 years! 🤦🏼♀️
… after we rocked in the corner, we thought: how compelling* is that!
*our butt felt sore just thinking about it! Not to mention, we were reluctant to adopt vampire status to watch the show 🩸
SO … let’s make history 🤳🎬
• with the worlds longest music video!
• and the world’s longest fashion runway!
Why?
to save people actually sitting
through a 30,000 year show,
or becoming vampires.
Featuring …
yours truly!
Get amongst it
10secs of change-maker fame is now yours for the taking!
#strutforclimate
and help us SHOW a years worth of clothing production!
Chalk it | Walk it | Own it
On Instagram & TikTok
it’s only a social movement,
if you make it so
Every strut helps 👟
(pivot practice optional)
WHAT’S COMING NEXT?
STRUTmail shares insider-updates!
nm if you strutted, or tutted, you're gonna want to know what's dropping next.
Get early invites, intel and MVP access ⚙️🚨
🤜🤛 frequency: minimal
we’ll be too busy hand-cutting more stencils with a craft knife! 🐌 😂
BE 1ST TO KNOW
REAL REFRAMES
Seriously, who can picture an olympic pool full of clothes, or a garbage truck per session of clothing going to landfill? (why do climate folks pick such hard to imagine references, we’re ex competitive swimmers - and even we can’t imagine waste measured in pools 🤷🏼♀️)
That’s why here at 30K Y RUNWAY we share our top reframes - to re-frame popular stats about fashion production, consumption and waste - in a way that is hopefully easier to imagine, and therefore easier to consider changing:
#1 OLYMPIC POOLS >>> 🥛
💧 "To make our clothing, 93 billion cubic metres of fresh water are used every year, the equivalent of 37 million olympic-size swimming pools" - The Ellen MacArthur Foundation (cited in The Earthshot Prize article 2021) source
💡 OUR REFRAME: A better water stat, we think, is that it that it takes 1200L of water to make ONE 100% Cotton T.shirt - the equivalent of 6 bathtubs 🛀 or 4,800 glasses of h20 🥛
(muse on that next time you’re bathing or hydrating)
- - - - - - - - - - - - -
#2 TRUCKS PER SECOND >>> 🛏️
🚚 For our truck trackers:
In 2017 "The equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second" - according to Ellen MacArthur Foundation source
💡 OUR REFRAME: Garbage stinks!
Which triggers disgust! Which turns people off from the message.
Our retake on this to IMAGINE a king-sized bed piled high with clothes every second goes going to landfill.
Go sleep on that fact (especially if you’re on the fence about strutting)
- - - - - - - - - - - - -
#3 STATUE STATS >>> 🧺
🗽 And if you’re more of a statue stacker - then try visualise these metrics from the land of the free:
"Every year New York City landfills 200 million pounds of clothing (equivalent to over 440 Statues of Liberty)" - from the Ellen MacArthur Foundation #WearNext campaign with NYC | Source
💡 OUR REFRAME: eep, we’re pegged in a corner with this awkward visualisation … so we’re going to suggest:
Imagining so many clothes going to landfill in NYC alone that it would take over 800 million pegs to hang them up each year.
That’s a lot of laundry currently going to landfill!
…
MORE COMING SOON
(when we’re not cutting stencils and chalking up fun)
We’d love to hear your top reframe examples over on socials.
Til then, we’ll see you on the pavement … I mean runway
#strutforclimate
#strutlikeyoumeanit
#strutforslowfashion
@30kyrunway
Because no planet needs a #30000yearrunway to cleanup!
👟