A clearer material story for REPEET.
I shaped REPEET’s material story around the journey from used PET bottles collected in Vietnam to recycled-polyester fabrics blended with cotton.
The difference starts with the feedstock.
Virgin polyester is made from fossil-derived feedstock. REPEET says its recycled polyester is made from used PET bottles collected across Vietnam.
Both are polyester; the distinction here is the source material, not a blanket difference in feel or performance. Recycled origin alone does not establish how a finished garment feels or performs.
A partner-led chain from bottle to garment.
REPEET works with partners to collect used PET bottles in Vietnam and process them into textile materials. Making those steps visible gives the material story a clear, specific foundation.
- 01
Collect
Used PET bottles are collected from locations across Vietnam.
- 02
Prepare
The bottles are washed and cut into flakes.
- 03
Produce fibre and yarn
The flakes are melted and formed into fibre, then spun into yarn.
- 04
Build the fabric
The yarn is woven into fabric, then cut and sewn into garments.
the process
Recycled polyester is one part of the blend.
REPEET’s fabric range combines recycled polyester with cotton and, in some blends, virgin polyester.
60% Cotton
20% Virgin polyester
20% Recycled polyester
60% Cotton
40% Recycled polyester
60% Cotton
40% Recycled polyester
40% Cotton
46.5% Virgin polyester
13.5% Recycled polyester
40% Cotton
46.5% Polyester
13.5% Recycled polyester
75% Cotton
25% Recycled polyester
My work connected brand positioning to product-level messages.
I developed the positioning, shaped the material narrative around its origin and process, and structured the messages REPEET could use in its marketing.
Brand positioning and strategic direction
Positioned REPEET’s material innovation as a PET to textile proposition rooted in Vietnam not simply as recycled fibre.
Material narrative
Built a coherent brand story linking the source of the PET, the partner-led process and the cotton/polyester blends.
Marketing message architecture
Structured messages around material origin, process and fabric composition, keeping sustainability claims specific and supportable.
Make the material choice easy to understand.
Build the story on three specifics: where the PET comes from, how the partner-led chain works and what each fabric contains. Then explain the offer without making environmental or performance claims that the available evidence cannot support.
What does Performance Lifestyle mean for Coolmate?
With women’s activewear launched, how can Coolmate connect everyday essentials, sport and new audiences under one recognizable brand?
More categories. One recognizable brand.
This move supports its Vision 2030, which sets out a broader ambition: to become an accessible Performance Lifestyle brand, expand its product range, and grow through offline retail and international markets.
What should stretch and what should stay consistent?
The challenge is to build on Coolmate’s promise of accessible quality as it grows into sport and reaches new audiences, while giving each category a clear role.
This exploration asks what should remain consistent across the brand, where category-level stories should differ, and what customer evidence is needed before settling on a position.
I turn growth ambitions into clear brand and marketing choices.
I begin with the business question, not a campaign idea. I bring customer, category and product evidence together, recommend where the brand should focus, and give the teams responsible for delivery a clear plan to work from.
Align on the business question
Agree on growth outcomes, priority categories and markets, and practical constraints. Define the decision the strategy needs to inform.
Build the fact base
Synthesize customer research, category and competitor signals, product strengths, brand performance and commercial data. Separate what is known from what still needs to be tested.
Define the brand and portfolio roles
Recommend priority audiences and use occasions, a clear brand promise and positioning, and a distinct role for each category within the portfolio.
Translate strategy into a plan
Turn the direction into messaging, channel and customer-journey priorities, creative briefs, owners, timing and budget.
Align, track and adapt
Bring product, marketing, sales, e-commerce and agency partners around the same direction. Set measures for brand health and business performance, then use results to adjust the plan.
“This is an independent desk-research project for portfolio purposes only.
All insights and strategic recommendations are based on publicly available data and market observations.”
Everyday, in motion.
Products and experiences that connect sport and movement with everyday life.
“Everyday, in motion” is a working platform for this exploration not Coolmate’s official positioning, an approved campaign line or a validated customer insight.
Useful by design
Make practical product benefits easy to recognize.
Confidence in motion
Bring everyday comfort and sports performance together in a way customers can trust.
One brand, many moments
Give each category a distinct role under a shared promise.
Sources and assumptions
Coolmate’s Vision 2030 describes the company’s stated ambition; Vertex Ventures reports the March 2025 launch of its women’s activewear line. Vietcetera’s 2020 profile documents the brand’s earlier online-first focus on men’s essentials. These sources frame the opportunity; they do not validate the audience priorities, brand choices or “Everyday, in motion” platform proposed here.
Coolmate / Vision 2030 · Vertex Ventures / Growth priorities and women’s activewear · Vietcetera / Early brand profile