To celebrate the 50th anniversary of the Levi’s® Type III Trucker Jacket along with the expansion of Levi’s Tailor Shops across Canada, the denim icon partnered with the Canadian leader of style and beauty, The Kit.
The September Issue
The first integration of this partnership included The Kit selecting five Toronto fashion students from Ryerson who would customize their own Levi’s® Canadian tuxedo (History lesson – Levi’s coined this term). After fitting each up-and-coming designer, each individual got to work – and the denim magic was breathtaking.
The student’s modeled in a double page spread in The Kit Compact’s September issue with profiles of each designer in their customized Levi’s pieces. This also appeared in The Kit paper, TheKit.ca and was shared across all social.
The second part of this partnership included an event where the consumers got to experience the magic of customizing their own denim pieces. Levi’s® and The Kit hosted an in-store event (The Denim Design Event) on Wednesday, October 11 to celebrate the 50th anniversary of the Trucker Jacket and highlight the story featured in the September issue of The Kit Compact.
Targeting men and women (ages 18-30) The Kit promoted through their multiple channels this exciting event at the Square One Levi’s® location with built-in Tailor Shop. The shopping event (with an exclusive 30% discount) featured killer tunes from DJ Jovie J, sweet treats from The Sweetest Tiers, and fresh beverages courtesy of Flow Water and Moonshine Juicery.
There was an added bonus to the event. Consumers had a chance to walk away with an original item customized onsite by abstract artist Patrick Nunziata. I could try and explain how incredible his work was – but are going to let the following photo do the explaining.
This collab produced killer results:
- Over 5 million media impressions generated from editorial feature
- 54,517 social media impressions promoting editorial integration
- 159 attendees during Denim Design shopping event
- Online promotion of event generated 3,263 page view
- eBlast of the event reached 40,000 subscribers
- Pre-promotion of event garnered 104,301 social impressions
So – the real question is – when are you going to visit the Tailor Shop to create your own masterpiece?