VinoKilo is Germanys greatest vintage sale event, touring in five countries across northern Europe, where hand-picked second hand items are sold to kilo-prices. Always on board: a lot of Vino and fantastic music. VinoKilo focuses fun, while pulling the community to be different in their choice of clothes. Why? Because we work against textile waste and for a better way of consumption: Textile waste is the biggest global polluter after the oil industry. I helped Robin Balser and his Team to establish VinoKilo as a company in 2016 to 2017. By that time we already re-implemented 47.000kg of clothing into the wardrobes of Vintage-lovers. Globally there are around 800 million tons of clothing estimated, that are unused stored in container cities at harbours around the world. As VinoKilo´s PR & Press Strategist we promoted to VintageUp, be #Stylishlysustainable and #Consumediffrently! -> vinokilo.com & https://www.facebook.com/vinokiloo/
My Role at VinoKilo
As the PR and Press Strategist at VinoKilo I reached out to different circles of interest. I introduced VinoKilo to the green fashion scene in Germany, presented Robin Balser with his ideas in diffrent circles and reached out to collaboration partners and brands. Merging the right mindsets in terms of sustainability, circularity, new kind of resources, communication and product development, extending the potentials of VinoKilo as a company and developing new ways to sell sustainability and waste-management as fun. To think economical, but fair gives a new outlook in how economy can change within itself. At VinoKilo we started with the idea to create a market with a demand, which has not been existed so far.
Establishing circular-economies and sharing-economies (plural because of local logistics) works with a clever pull-marketing strategy on the one hand and a push-PR on the other hand. We only worked with sustainable valued-contracts and collaboration-partners. Establishing VinoKilo, we chose values over speed and grew financially independetly the first one and half years within five diffrent countries.
Darpdecade and a Sustainable Idea
The reason why I came to work for VinoKilo and Darpdecade, is that founder of both companies, Robin Balser, and me had the same idea of sustainability: Reallocating the given, makes no trade is impossible - the rest is marketing. A new way of interpretating resources and markets makes a “kind of circular economy” possible. Money still plays a role, but equally space for sharing and swapping is given and pushed as a company interest. Values, such as ethical behaviour, long-term sustainable ideas and decision-making are part of the company values.
Flat Communication, Complex Messages
The kind of communication I was working with at VinoKilo and Darpdecade is very different than the one on this blog. With the deferred asset of "take them where they are and change with them", we flattened complex situations to very easy statements - primarily to attract people and create a market. Nevertheless, in the second step serving this market with easy fun solutions to problems and create an inclusive atmosphere becoming part of a movement.
VinoKilos communication strategy is a great example what marketing and advertising can be "good" for: They have the power to change.