worn to be worn

Brief - Create a campaign that takes Palace back to it’s roots

OBSERVATION: True skaters aren’t bothered about ripping their clothes

INSIGHT: Skaters see ripped clothes as a sign of authenticity

STRATEGY: Worn to be worn

Changing all of Palaces online retail to display the clothes worn down from skating, rather than brand new.
Social Media Executions.
Direct Mail sending a ripped piece of clothing from the skate team.
Billboard Execution. Current Palace clothing designs that have a rip in them and therefore being able to see right through the billboard.
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