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Work / Case study
Eeden
Make the next yes easier.
Eeden turns textile waste into new raw materials for fibre, with a patented chemical process that separates cotton from polyester. It needed brands to commit to future capacity while it was still scaling the technology.
- Situation
- First commitments from brands
- Audiences
- Brands, textile partners
- Leadership involved
- Founding team
- Work
- Brand strategy, personas, sales pitch, speech
The problem
A strong technology with no ask.
Eeden’s deck for brands, in October 2023, explained the technology well.
It moved from the textile waste problem to the process, the impact and a roadmap for capacity. It closed on contact details. Nothing asked a brand to do anything.
Brand teams also carried questions the deck left open, about the chemicals in the process, the source of the material, the company’s ability to scale and who else was involved. Any one of them could stall a decision.
The founders felt their materials made the company look younger than the work it was doing.
Brands could admire the technology and still have no reason to act.
The shift
We make circularity easy.
We built the pitch around the brand’s decision. Regulation is coming, recycled fibre will be scarce, and a no-risk Letter of Intent reserves pilot capacity today. Eeden’s technology became the reason the decision was safe.
The groundwork
Start with the person who has to say yes.
Five workshops with the founders, from October to November 2023, set the brand essence, audiences, customer value and personality, then the origin, purpose and vision stories.
We began with an audit of how ten textile recycling companies told their story. Eeden spoke in a matter-of-fact, technical voice and had no stories at all. The origin story turned on one question the founders had asked at the start.
“What does it take to create the world’s most sustainable t-shirt?”
We wrote personas for the people inside a brand who would sign, from sustainability to business development. Their fears and objections became the pitch’s frequently asked questions, almost line for line. We mapped the sales journey too, from the first call to a signed Letter of Intent and on to an agreement.
- 01Audit
How ten textile recycling companies told their story. Eeden had a technical voice and no stories.
- 02Origin
A university project that became a company, turned on one question.
- 03Purpose
Timed to the reader. Waste piles up while the sentence is read.
- 04Vision
What a circular textile industry needs, from sorting to cost parity.
- 05Personas
The people inside a brand who sign, and what stops them.
- 06Sales pitch
Each slide answers one of their questions.
- 07Letter of Intent
One low-risk step that reserves pilot capacity.
“It sounded way more professional and paints the picture that we want to throw out there in the world.”
The pitch
From the waste to the signature.
We wrote the pitch copy and the speech, and rehearsed the delivery with Steffen Gerlach. The speech opens on an image the audience can feel.
“In the time it will take us to get to the end of this presentation, over 600 trucks of textile waste will have either been dumped into landfill or incinerated.”
From there the pitch shows what Eeden makes and how easily it fits a brand’s supply chain. It sets out the EU rules that will force the change and the gap between supply and demand for recycled fibre. The first draft of that slide framed the gap as Eeden’s opportunity. We rewrote it as the brand’s risk.
The close asks for one step. A no-risk Letter of Intent secures early access to pilot capacity and converts into a pilot contract. The last slide returns to the trucks.
- 01Our choices define us. The urgent reality.
- 02Propelling the industry towards circularity.
- 03Innovative engineering and tech set-up.
- 04We make circularity easy.
- 05Working with our materials.
- 06Facing the upcoming EU regulations.
- 07Future proofing your operations.
- 08And now we’re ready to scale.
- 09The 2030 challenge.
- 10Secure your position and capacity.
- 11From waste to worth.
What changed
A pitch that ends in a decision.
Eeden came away with a brand strategy, its first stories and a sales pitch that turns interest into a signed commitment. Eeden reports that the pitch helped it sign a major Letter of Intent with a global brand. The brand stays confidential, as Eeden keeps its partners confidential.
Every slide now led to one signature.
“Brighter Future’s pitch development work directly contributed to our success in securing a major Letter of Intent with one of the world’s leading fashion brands.”
Since the work
In April 2025 Eeden raised an €18 million Series A to build a demonstration plant. Our work supported the raise.
Source Refashion, 30th April 2025
Services in this workScience storytelling Investor storytelling
From the LibraryEeden Partnership Pitch Case Study: From Technical Story to Major LOI
