Tasmania’s Off Season campaign has given birth to an inventive side-line. Tourism Tasmania and BMF have launched Off Cuts , an eco-friendly winter clothing collection of sustainably sourced garments, made solely from reused summer tourism merchandise.

The winter range was created in partnership with Tasmanian born sustainable designer, Noah Johnson, using summer holiday merch, such as souvenir tees and board shorts, that he cut up and re-stitched to make avant-garde winter wearables. The Off Cuts merchandise includes trousers made from tea-towels, puffer jackets made from cheesy t-shirts, and beanies made from bikinis.

The upcycled collection, that has been created to reflect the spirit of Tasmania’s Off Season, launched in print with a double page spread and online in Vogue as well as Russh online. In addition, Tourism Tasmania held a media launch familiarisation in Hobart, hosted by the editor-in-chief of InStyle Magazine.

BMF creative director, David Fraser, stated, “The Off Season is when Tassie’s creative spirit and off-kilter nature bubbles up to the surface. It’s the antithesis of a touristy summer holiday escape. And it’s best enjoyed in a beanie made from budgie smugglers.”

Lindene Cleary, chief marketing officer of Tourism Tasmania, added, “This capsule collection is a unique coming together of place and artistry in a way that is representative of Tasmania‘s Off Season, its culture, and its spirit. We are proud to collaborate with Noah and BMF to show that Tasmania’s Off Season is the antithesis of traditional and cliched holidays.”

The Off Cuts limited edition capsule by Tasmania x Noah Johnson will be available for purchase in Australia from June 23, 2023, until sold out.

Credits: 

Agency: BMF
Client: Tourism Tasmania
Designer: Noah Johnson Creative
PR Agency: Mkt. Communications
Digital Partner: Orchard
Photographer: Daniel Temesgen