Lee Cooper sought to establish credibility amongst key denim influencers and generate commercial awareness and demand for TCC.
Lee Cooper sought to establish credibility amongst key denim influencers and generate commercial awareness and demand for TCC. The initial commercial target was to sell out the entire 2016 production run (1,500 pieces) through the launch marketing activity, while the longer term objective was to trigger a ‘moment of reappraisal’ for the Lee Cooper brand as a whole amongst a broader consumer audience, as well as licensees and stockists.
Building on a stellar record of musical partnerships for Lee Cooper, Kameleon commissioned Brit-Award winner Jack Garratt to pen a powerful track about London and the nostalgia of growing up in the city, as an original piece of IP celebrating the Lee Cooper brand’s East End roots.
The production of an edgy music video featuring Jack Garratt and showcasing the new collection was released on both Lee Cooper’s and Jack Garratt’s social channels. The track was also available as a limited edition run of 500 vinyl records. The campaign culminated with a launch event in the heart of East London, featuring a live performance from Jack, installations of the brand’s most iconic work and an immersive look at the new collection. The space then turned into a pop-up store and gallery where enthusiasts could get first hands on the product.
Launch for The Cooper Collection in Shoreditch. A space where our guests could learn about the heritage of Lee Cooper, try the jeans on and watch Jack Garratt perform his live song “Strong Enough” written especially for Lee Cooper.
Prior to the event, The Cooper Collection site went live to educate visitors on heritage, the Lee Cooper story and premium selvedge denim. Visitors were able to apply for tickets to the event.
Post launch, we released the online store of the new collection where invitees and the public were able to purchase the jeans.