ZO24 Delivers Branded Clothing and Merchandise for Sports Events, Concerts, and Other Occasions Where T-shirts and Medals Are Part of the Concept. But Maybe Not Everything Needs to Be Done the Way It’s Always Been Done?

"My partner and I come from the sports world and nightlife. We started ZO24 because we both had a common problem: Purchasing branded clothing and merchandise was a jungle, and we wanted to make it smarter," says co-founder Claus Vesterby.

Investments in IT, logistics, and their own printing press laid the foundation for ZO24 to prevent the overconsumption that characterizes the industry today.

Didn’t Think Green at First

However, the partners didn’t initially think green. They were focused on developing IT to make it easier for customers to shop. During the process, they became aware that they were also reducing waste. They then sought knowledge about sustainability from experts.

"But we actually got a little scared along the way. It seemed overwhelming because there are so many directions to take. Everyone says you can just ask, but what should you ask about?"

By chance, they encountered Bæredygtig Herning, and it became an eye-opener. "Bæredygtig Herning brought things down to a level where we could get involved. Their approach is, 'Now let's just get started,' and we talked about what we could concretely do, both practically and strategically," says Claus Vesterby.

One of the challenges is that ZO24 produces in the East. "I can't change that right now. But I can talk to my customers about being on time so that the delivery doesn't need to be flown in but can come by ship. Additionally, we’ve invested in our own printing press, so customers can order as late as possible once they know the number of event registrations. That way, they avoid throwing away excess products because the year is outdated," explains Claus Vesterby and continues:

"We also offer storage services. For example, one of our customers bought Halloween supplies for many locations." Normally, such items are discarded after use, and new ones are purchased each year. Now they can simply inform us when they need it again, or the supplies can be rotated between multiple venues because we manage the logistics," he says, pointing out that customers are now buying less, but with better quality. This can work commercially for both parties – and benefits the planet.

Medal Charms and Other Innovative Initiatives

ZO24 has also developed new ways to use merchandise. Participants at a sports event are often repeat customers. Therefore, they might not need a new medal every time. Instead, charms can be created, providing them with a physical memory but with a lower material consumption. Such new solutions are created in close collaboration with customers – and with the supplier in the East, who also gains new competencies.

In general, Claus Vesterby sees great value in businesses collaborating. This is why he greatly appreciates the network among members of Bæredygtig Herning:

"It’s so great to meet others who are also grappling with the green agenda. We’re a group from the sports world who know we need to train. But you need a coach who tells you how to win. It means so much to hear what others are doing," he says, highlighting the concerns of sharing how far one has come:

"None of us can do everything on day one, because sustainability is so complex. Some are really good at talking about their green success stories, but it’s important that more of us dare to speak out about what’s difficult. That not only shiny success stories are shown. Even large companies have challenges. We’re all afraid of ruining our business by being accused of greenwashing. But we need to share the difficulties so we can inspire each other."

He also points out that the economy needs to align with business development – but that there’s a tendency to think you can’t make money from charity and other areas that make the world better. This mindset has hindered what ZO24 was willing to share about their business. But economy and working with the global goals must go hand in hand. The two partners have now come to terms with this; they’re willing to go public with the message that branded clothing and merchandise also have a place in the work with sustainability.

"We probably have a bit of Jutland humility that prevents us from talking about the good solutions. But we’ve used a lot of resources to create a setup that minimizes waste. It’s a green asset, and we should, of course, talk about it."