An eye-catching new billboard in Manchester featuring North Korea’s leader is challenging norms—and turning sustainable fashion on its head.
A giant image of Kim Jong Un clad in a British sustainable T-shirt has appeared above one of Manchester’s busiest streets, and it’s stopping passers-by in their tracks. The image, created with artificial intelligence, is the centrepiece of Evertee’s latest campaign tackling ethical fashion with an unconventional twist.
The eco-conscious brand is using satire to turn heads and start a wider conversation about the values driving today’s fashion choices.
“This all started as a wild idea from our founder, Rick Chebrika—something he honestly thought would get shut down before it ever saw the light of day,” said a spokesperson for Evertee. “He assumed someone—maybe the printer—would pull the plug. But no one did. And now there’s a 20-foot Kim Jong Un in an Evertee T-shirt looking out over the high street. It’s absurd. And that’s exactly the point.”
Part of a larger visual series called “A T-shirt for Life, Guaranteed,” the campaign explores what a world free from fast fashion could look like—through the lens of unexpected global icons. It’s a tongue-in-cheek commentary on wasteful consumption, emphasising Evertee’s promise of timeless, durable clothing.
Reactions from the public have ranged from disbelief to delight, with the unusual ad doing exactly what it set out to do—get people talking.
“People are stopping, staring, taking photos, and talking about it. In a world saturated with fashion ads, we wanted to do something that cuts through—and maybe makes you think twice about what you’re wearing, and why,” Chebrika added.
Whatever your view, there’s no denying that this billboard has achieved one goal: making sustainable fashion impossible to ignore.
