In 2021, LG set out to reinforce their commitment to sustainability while washing away the notion that laundry is a chore. With the average American throwing away over 81 pounds of textiles a year, LG saw an opportunity for education and community give back in the form of the LG Second Life Campaign. Partners in the effort would include Big Brothers Big Sisters, the LA LGBT Center and Slow Factory (a nonprofit addressing the intersecting crises of climate justice and social inequity).
The goals:
Bring awareness to the issue of textile waste through positive engagement with the audience
Utilize the power of LG to give back to communities in the wake of COVID-19 (which presented obstacles to give-back opportunities)
Solidify LG as an industry leader in garment care that increases clothing sustainability and use
The LG Second Life Campaign gave back to each community on tour with a mobile clothing-drive-meets-clothing-swap experience, activating in 12 distinct markets for a total of 17 stops. The experience also bolstered local food businesses through a buyout from LG, which attendees could enjoy in exchange for their donations; once you gave back, you received delicious local eats from a restaurant/food truck, to help build back up small businesses affected by COVID-19. Then you could shop for a new-to-you vintage tee, courtesy of Round Two Vintage.
All donations were washed and sanitized in the LG Wash Center, then redistributed to the communities from which they came through partnership with Big Brothers Big Sisters and LA LGBT Center , effectively breaking down previous barriers to donation that COVID-19 presented.
The tour hit the ground in April of 2021, and each stop welcomed attendees via an LG Washtower vignette to donate their unused clothing – At each stop, local fashion and sustainability influencers amplified LG’s messaging through social posting and event attendance – which lended authenticity and encouraged even further donation. On a grander scale, LG partnered with influencers Mimi G, Chris Bailey, and Nicole McLaughlin to create campaign-specific content that provided tips and tricks to care for your upcycled items – while highlighting how LG machines help to preserve your clothing, extending its lifespan and reducing waste in the process.
Further expanding the upcycling message, Nicole created a bespoke, limited-edition capsule collection featuring apparel, accessories, and home goods made entirely from unwanted clothing collected during the first leg of the Tour. The exclusive “LG Second Life Collection by Nicole McLaughlin'' was raffled off on nicolemclaughlin.com, with all proceeds directly benefiting Slow Factory to further support its mission: to transform socially and environmentally harmful systems by designing models that are good for the Earth and for people.
All elements of the campaign came together to broadcast both in-person and online the message of sustainability, while upholding LG as a leader in garment care.
