The Cooper Collection is Lee Cooper’s very first dive into the world of premium selvedge denim. Tasked with helping the brand launch the collection and inspiring a world of denim heads and the fashion industry, we set out to create a campaign that built on Lee Cooper’s enduring heritage in workwear, London and music.
With a past supporting new music and established bands including The Rolling Stones, we teamed up with Brit Award winner Jack Garratt to record an exclusive track - Strong Enough - as well as shooting a branded music video to go with it.
As creative director, I was involved from the very beginning in the concept development, production, copywriting and art direction of The Cooper Collection launch.
After 10 months of graft with the brand and Jack, the launch campaign culminated with an exclusive event in the heart of East London – Lee Cooper’s home – for a who’s who of fashion. Alongside a unique Jack performance on our custom red diamond stage, the event served to inspire and educate attendees with a walk through the brand’s history, a gallery of its most iconic work and an immersive look at the new collection. After launch night we turned the space into a pop-up store and gallery where punters could get their hands on the product for the first time.
The results? A sold out AW16 collection. 2000 attendees to the event and pop-up store over 4 days. 110,000 views of Jack’s video. An enhanced and growing range for The Cooper Collection in AW17.