Sustainable connections

Henkel has awarded the international social media budget for its laundry detergent brand Perwoll to our creative agency Philipp und Keuntje. The cooperation began in May and was showcased in early August at a sustainable fashion show during Copenhagen Fashion Week under the hashtag #RethinkNew.

"I'm so happy that we have found the perfect partner for social media and content creation in Philipp und Keuntje. We felt from the start that the agency understands our entire brand and vision and would drive it forward," states Jan Kruse, Global Category Director Fabric Care at Henkel/Perwoll.

The first major collaboration between Philipp und Keuntje and the laundry detergent brand Perwoll could be seen at Copenhagen Fashion Week from 5 to 9 August. Under the hashtag #RethinkNew, Perwoll launched its own fashion show where world-renowned influencers such as model and presenter Rebecca Mir showcased their fashions under the direction of Perwoll Fashion Director Victoria Lee.

A statement on fashion sustainability

What made the international show so special was that it featured only pre-worn second-hand garments from the Sellpy second-hand fashion platform that had been washed with Henkel products to make them look new. The 15 influencers from 10 countries showcased not only the brand known in Germany as Perwoll, but also its international counterparts Perlana, Fleuril & Persil.

The entire show was a statement against waste and over-consumption in the fashion industry. The message: With the Perwoll special formula and technology, you don't need new clothes. Instead, you can make existing or second-hand clothes look 'as good as new'. The 'magical' difference between the fabrics and their colours before and after using Perwoll was impressive during the show.