Our biggest challenge was making the product story of WATERLESS jeans relevant to the target market – a collection that uses up to 96% less water in the finishing process.

The question was, how do we make a pair of jeans designed around water conservation relevant to a nation with the highest water consumption per capita in the region?

The idea challenged the youth of Malaysia to live the very DNA of the product. Save water by changing habits. After one month, they would have to prove it by bringing in their water bills to the store. Old bill vs. new bill.

The campaign was a success in 41 stores nationwide. Sales increased by 20%. Store traffic increased by 15%. And we got the youth of Malaysia to see WATERLESS jeans as something more than just a fashion statement.

The biggest challenge was making the product story of WATER

The idea made the youth of Malaysia live the very DNA of the product. Save water by changing habits. Save water by buying WATER

More than 50% sell-through nationwide

15% increase in store traffic

9% conversion rate

And we got the youth of Malaysia to see WATER