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By B.L. Ochman @whatsnext

Edible Clothing

In a unique exercise, Swedish sportswear brand Houdini turned their clothes into food to demonstrate how environmentally friendly they are. So they created what might be called gourmet clothing and fed the result to customers.

For this campaign, the brand’s agency McCann Stockholm composted customer’s used clothes and turned them into soil and fertilizer for growing vegetables.


Cooking With Clothing

They enlisted one of Scandinavia’s top composting pros to break down the clothes properly. In about six months, they’d turned into CO2, H20 and other materials that could be used for fertilization for edible clothing.

The fertilized soil was used to grow vegetables. The crop was turned into a gourmet meal for Houdini customers by Swedish celebrity Chef Sebastian Thureson.