To push the spring/summer 2009 collection theme to highly fashion-conscious consumers and, in consideration of capital outlay costs, to aim for topicality on the Internet.

The brand book was produced using copperplate on rough paper to evoke the crisp sense of scale that is intrinsic to the brand and the texture of the products. The B1 pages were used un-cut to give a roughness to the finish. The choice of the timeworn silkscreen printing process was intended to convey the timelessness and dynamism of denim, with its classic-but-new image, and to give the product premium.

We succeeded in getting exposure on 29 different media, far higher than the 16 achieved through TV commercials that were aired the previous autumn. There was also a whopping approximately 2.5-fold increase in traffic through the brand’s official website.