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Oatly goes into hippy retailINTL

Oatly goes into hippy retail

If selling oat milk instead of regular dairy milk wasn’t enough of an environmentally friendly statement, Oatly (OTLY) is ready to double down on its green efforts by launching a line of upcycled merch. As of October 18, the company has been dropping two denim jackets on its site per day. But beware, being environmentally friendly with Oatly will set you back $250 — and that’s for only one jacket. 

If that pricing seems a bit too steep, consider that all proceeds will go to The Lower Eastside Girls Club, an NYC nonprofit offering free courses in art, science, and entrepreneurship for young women. Oatly hopes to attract brand loyalists who don’t care about spending a bit more if it’s for a good cause. That’s why the company has also chosen to release a line of branded t-shirts. The cost here is more reasonable, though — we’re talking $18-24 apiece.  

why it matters

The decision to jump into merch comes after the release of a Super Bowl ad and an IPO back in May. Up until now, investors haven't been kind to Oatly. The oat milk brand saw its shares drop 43% in value.