Tend to Your Garden: Earth Day 2025
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Earth Day isn’t a date we circle once a year, it’s a rhythm we return to, season after season. In 2024, we reflected on the reality of our shared future with the words: “We’re never getting out of here. Let’s make it better.” In 2025, that message evolved. “Tend to your garden, and watch life bloom” became a new lens; one rooted in care, consistency, community and quiet action.
Instead of reinventing, we chose to build on what had already taken root. The initiative grew organically, expanding in impact while staying grounded in the same values: to nurture what surrounds us, and to do it with intention.
Our journey began close to home in Cape Town’s Bo-Kaap. Nestled in the heart of this vibrant neighbourhood, the Helpers Garden is more than just a patch of soil. It’s a living symbol of resilience and community care.
Together with Pot Plant Club, we returned to this space and spent the day clearing, planting, and reconnecting with the land. With new tools, fresh seedlings, and helping hands, we strengthened the foundation of something that gives back more than it takes.
"Tend to your garden, and watch life bloom."
To support this space beyond Earth Day itself, in collaboration with Pot Plant Club, we also designed a limited run of sustainably made T-shirts that were far more than merchandise. Constructed from 180GSM reject cotton rolls that would otherwise be discarded, and printed with eco-friendly inks, each shirt was a tangible representation of circularity. Even the swing tags told a story; made from seeded paper that, once planted, would grow into an Indigenous Flower mix - African daisies and Stone Plants. In line with our philosophy of care, each shirt also came with a box of our Apparel Wipes, housed in a seeded sleeve, reminding wearers that sustainability means maintaining what you own as much as it means buying responsibly.
All proceeds from these T-shirts went directly into supporting the Helpers Garden. Under the leadership of Abieda Charles, the garden provides fresh produce to members of the community, a place where anyone can harvest and take food home. Earth Day gave us the excuse to gather and dig our hands into something meaningful. It’s the everyday work that keeps the garden alive.
This year, we wanted to demonstrate that this campaign wasn’t confined to one place. We brought it to India, where the creative studio Doodle Mapuls reinterpreted the message in their own language, both visually and culturally. They designed their own Earth Day T-shirt, produced sustainably and imbued with the same energy of care. The result was a stunning extension of the campaign; the same roots, a new bloom.
By expanding the campaign across continents, our focus wasn’t on reach, but on resonance. We believe that tending to your garden is both literal and symbolic. It is about care - for our spaces, our environment, and our everyday habits. Whether it’s a shared community garden, a reused piece of fabric, or a single tomato seed sprouting from a windowsill, it all matters.
This campaign is just one seed, and we’re not done planting. Every year, we plan to grow it by inviting a new region into the fold. More voices. More designs. More stories. Not to make noise, but to build quiet momentum. To grow something with integrity.
All proceeds from these T-shirts went directly into supporting the Helpers Garden. Under the leadership of Abieda Charles, the garden provides fresh produce to members of the community, a place where anyone can harvest and take food home. Earth Day gave us the excuse to gather and dig our hands into something meaningful. It’s the everyday work that keeps the garden alive.
This year, we wanted to demonstrate that this campaign wasn’t confined to one place. We brought it to India, where the creative studio Doodle Mapuls reinterpreted the message in their own language, both visually and culturally. They designed their own Earth Day T-shirt, produced sustainably and imbued with the same energy of care. The result was a stunning extension of the campaign; the same roots, a new bloom.
By expanding the campaign across continents, our focus wasn’t on reach, but on resonance. We believe that tending to your garden is both literal and symbolic. It is about care - for our spaces, our environment, and our everyday habits. Whether it’s a shared community garden, a reused piece of fabric, or a single tomato seed sprouting from a windowsill, it all matters.
This campaign is just one seed, and we’re not done planting. Every year, we plan to grow it by inviting a new region into the fold. More voices. More designs. More stories. Not to make noise, but to build quiet momentum. To grow something with integrity.
If we all do our part, if we all tend to our gardens, life will bloom in more ways than one.
At its core, this initiative is a reminder that caring for the planet doesn’t always begin with grand gestures. It begins with small acts of stewardship. Choosing a T-shirt made from discarded fabric. Growing food where there once was none. Supporting local efforts to heal the land. These actions, however small, are powerful. Because they are rooted in intention.
Every space we touch is part of the world we share. Whether it’s an urban rooftop, a neighbourhood park, or a handmade product, how we care for it reflects our values. And when we choose to nurture what surrounds us, we restore balance; not just to ecosystems, but to our way of living.
The planet doesn’t ask for perfection. It asks for consistency. It asks for attention. Compost instead of discard. Mend instead of replace. Protect instead of pollute. And just like in a garden, the beauty shows up in time - in shared food, in shade cast by a new tree, in life returning to the soil.
Sustainability isn’t a marketing word. It’s a relationship. A quiet, daily choice to respect what we depend on. If we all do our part, if we all tend to our gardens, life will bloom in more ways than one.
Let’s keep planting. 🌱
Every space we touch is part of the world we share. Whether it’s an urban rooftop, a neighbourhood park, or a handmade product, how we care for it reflects our values. And when we choose to nurture what surrounds us, we restore balance; not just to ecosystems, but to our way of living.
The planet doesn’t ask for perfection. It asks for consistency. It asks for attention. Compost instead of discard. Mend instead of replace. Protect instead of pollute. And just like in a garden, the beauty shows up in time - in shared food, in shade cast by a new tree, in life returning to the soil.
Sustainability isn’t a marketing word. It’s a relationship. A quiet, daily choice to respect what we depend on. If we all do our part, if we all tend to our gardens, life will bloom in more ways than one.
Let’s keep planting. 🌱
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