Issue #116

Megan Hotson


Welcome to your weekly dose of TooXToo, this week featuring Co-op x Microsoft, Adidas x Ravi, Nike’s re-creation programme, and unsellable lip gloss…

Co-op x Microsoft

Co-op and Microsoft have partnered up in response to the devastating scale of food that goes to waste annually across the UK food industry.

These two brands have created a not-for-profit digital initiative coined ‘Caboodle’ that allows users to schedule and coordinate food pick-ups in a fast and flexible way. The platform will now make it easy for supermarkets and restaurants to communicate with communities and those within them that are happy to volunteer to distribute any food that would otherwise go to waste.

With the platform caboodle, users have the reassurance of being able to indefinitely book ahead of time, alongside the option to skip weeks or days if there is low demand. Caboodle will also allow restaurants or supermarkets to recruit volunteers using the platform’s in-app notice board.

The interim CEO at the Co-op commented on this new initiative: “We’re currently trialling Caboodle in over 100 food stores and the results we’re seeing so far are incredible. We’ll be rolling it out across our entire estate next month and hope that all other retailers and businesses within hospitality will see the benefit too. “

This innovative platform demonstrates the power to be found in a cross-industry partnership, and it set to have a tremendous impact on tackling food waste.

Adidas x Ravi

Famous Dubai restaurant, Ravi has collaborated with Adidas to celebrate the buzzing food cultures across the globe – in some of the world’s largest and thriving cities.

Adidas x Ravi has produced new limited-edition sneakers: the ‘Superstar Ravi’ sneaker – and customers cannot wait to get their hands on this when footwear meets food collab. Covering 11 cities, the collection will be driven by 11 culinary-inspired silhouettes. They will celebrate each restaurant, reflecting their aesthetic in each design detail- as well as pay homage to restaurants and the people behind them that inspire and strengthen the fabric of their communities.

In Dubai – the creative partnership series shows one of this city’s most nostalgic and culturally significant venues: the Ravi restaurant – regarded as a hub for local families, friends, and creatives to come together.

The owners of Ravi have selected 6 popular dishes that have been added to the sneaker’s tongue. Each pair of sneakers will be delivered in a special edition takeaway-style box to befit the theme of the collaboration.

Food and fashion are becoming more and more familiar with one another in the public sphere as big brands unveil new collaborations. Consumers want to see humour-led design that provides them with covetable collectibles.

From Burger King’s limited edition clothing line to Pret’s silk scarfs – we are expected to see more food x Fashion brand projects developed to give customers a feast for the eyes…

Nike’s recreation programme

Second hand fashion is on the rise as consumers identify not just a need, but a passion to consume in a more considered fashion. Nike has recently expanded their efforts to be zero waste with the development of their LA inspired re-creation programme.

Nike wants to celebrate vintage clothing, and the practice of shopping more sustainably with their new programme. With the Nike re-creation programme, Nike will take local garments to design and create new, locally designed pieces.


John Hoke, Chief Design Officer at Nike inc. celebrating the extension of the brands zero-waste commitments, commented: “Nike Re-Creation highlights an exciting moment of experimentation and progression. The program exemplifies Nike’s collaborative spirit, bringing together experts in design, retail, supply chain and sustainability to strategize and learn.”

Nike has pursued similar programs in the past – for example the Nike Grind in 1992, alongside ‘Nike refurbished’, and Nike recycling and other donation initiatives.

Re-imagining waste into new garments, Nike is showing their customers the value of reusing second-hand materials to create fashion that still looks good and is great for the planet.

Unsellable Lip gloss

Yes, you read that correctly – lip gloss that is not for sale. Developed by Cheekbone Beauty, it is infused with water that has been contaminated from indigenous communities in Canada…

There are three versions of the gloss, coined Luscious Lead, E.coli kiss, and Mercury Shimmer. The beauty brand hope that they will raise awareness around consuming drinking water that is unsafe. The brand’s campaign is led by the hashtag #glossedover, and asks consumers “Would you put it to your lips?”

Between June 1st -30th, Sephora Canada plans to donate all profits from the purchases of their other beauty products to charity, Water First. This charity aims to bring clean, filtered water to indigenous communities that live with the risk of being harmed by contaminated water every day.

Brand Cheekbone is responding to a crisis that the government have been slow to take up – the activism of local brands and communities like this is crucial in raising awareness among their consumers and audiences to push for change.

Read Next