B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-Conscious Shopping
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-Conscious Shopping
Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-Conscious Shopping

Staff Writers
Published on: 11th June 2021 at 5:01 PM
Staff Writers
Share
2 Min Read
SHARE

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping.

The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned way.

Instead, the brand promotes conscious shopping, asking their customers whether they really needed a new pair of shoes.

 

View this post on Instagram

 

A post shared by TWOOBS (@twoobs)

The brand’s latest newsletter told customers they had restocked previous sold-out shoe styles, but also added: “If you don’t need the shoes and you’re just buying them because we peer pressured you into it, and you’re going to regret the purchase later, then we can’t feel good about that.

“We’re putting in a boring grey button to our new drop below, trusting and knowing that you’ll follow it if you’re ready to shop responsibility.”

TWOOBS has also stopped selling their signature shoes with added bling in an effort to contribute less to fast fashion, explaining on Instagram: “We used to release blinged out items seasonally to keep up with trends and “freshen up” our offering.

“It probably resulted in a looooot of last-season shoes being neglected in favour of newness, and a feeling that you had to keep buying from us over and over again.”

 

View this post on Instagram

 

A post shared by TWOOBS (@twoobs)

However, the shift away from traditional marketing hasn’t stopped TWOOBS from having a large social media presence, with the brand regularly posting and engaging with its customers.

Now the brand is just connecting in an innovative and more transparent way.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Fast fashion, Instagram, Marketing
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
Cannes Lions Investigating Grand Prix Win Amid Claims Of Manipulated Submission
23/06/2025
Carat & The South Australian Tourism Commission Continue Their partnership With ‘The Simple Pleasures Guide To Winter
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?