The independent agency Dude London has presented a “garbage” campaign, but for a purpose. He has created a collection of clothing made from waste collected in the London channels, in collaboration with the social organization The Skill Mill and on the occasion of the World Cleanup Day 2025.

The project, baptized as “The Rubbish Collection”, converts bottles, cans, food wrappers and other waste – gathered in the Regent’s channel – in fashion designs. The proposal consists of 14 different garments, including t -shirts, caps, Hawaiian shirts, swimsuits, sweatshirts and dresses. The designs are inspired by real garbage pieces and have been illustrated by the artist and creative of Dude, Marta Morientes, who has reinterpreted the waste with a colorful, casually and visually powerful aesthetic.

“We are delighted to collaborate with Dude in this wonderful collection. It has a serious environmental message in a fun way.”David Parks, Managing Director in The Skill Mill. “We hope that people are encouraged to buy these garments that, in addition to look well, generate an impact.”

All the benefits obtained from the sale will be allocated entirely to The Skill Mill and, for the moment, have already served to support the World Cleanup Day. This global initiative seeks to raise awareness and act on the problem of garbage and urban pollution. On September 20, the London citizens were invited to join the cleaning of the Regent’s channel.

From Dude London, they emphasize that the project is born from the personal commitment of its teams: “As someone who walks on the channel every day, this was more than a passion project, it was a personal duty.”explained Vic D’Arrea, creative of Dude. “It is a project that has been fun, challenging and very rewarding.”

In addition to the sale of products, the campaign is also having digital visibility and active participation in urban cleanings. The action thus combines creativity, environmental responsibility and labor reintegration: The Skill Mill gives Employment to former young people in cleaning and maintenance tasks of natural environments.

More info.: The Rubbish Collection