The brief

PANGAIA’s products are built around material innovation and environmental science, which meant communicating complex ideas without oversimplifying the substance, overstating sustainability claims or losing the desirability of the product.

My role

Over 18 months, I became a regular freelance partner across product, editorial and campaigns. Working from technical product packs and spec sheets, I translated new materials and technologies into customer-facing stories — understanding their performance benefits, sustainability impact and limitations to communicate them clearly without slipping into greenwashing.

My remit varied from tightly briefed product storytelling to more conceptual work. For the Earth Tones collection, I developed the stories behind each colourway and wrote the campaign headlines, landing page and product messaging; for PANGAIA’s first activewear collection, I contributed to top-level campaign messaging and tagline development. I also pitched and researched editorial stories responding to environmental reports, climate news and wider cultural conversations.

The work spanned collections including 365, Sakura, FLWRDWN, C-FIBER™, cashmere, MOVE and genderless tailoring, with everything created for a global audience and within PANGAIA’s closely guarded tone of voice.

The outcomes

The result was clear, engaging storytelling that made PANGAIA’s innovation accessible without stripping away the science behind it. I remained on PANGAIA’s freelance roster for 18 months, returning across global launches, campaigns and editorial — and the relationship later led directly to my work with SAISEI when a senior creative lead moved brands and brought me in ahead of its launch.