The Challenge
Originally created in 1968, FU’s was gearing up to re-launch under new owner Lee Cooper.
Standing for ‘F*** U Steinberg’ (a U.S jeans outlet and brand creator who would not stock their jeans), FU’s graced the bodies of Jerry Hall, Julie Christie and every influential style icon with a sexy or non-conformist edge. Lee Cooper approached ODD to redefine FU’s, with the ambition of making it one of the world’s elite denim brands.
ODD Solution
We needed to fuse creativity and commercial pragmatism for this project. We knew the answer lay in the historical value and authenticity of FU’s. The challenge was to bring these together with a modern twist that would capture the hearts and wallets of today’s influential fashion dressers. We pioneered the creative strategy ‘Kill for Peace’, playing on today’s confused political values with the brands heritage.
We worked from the waist down to define the brand’s positioning, product range and marketing. Rivets and all.
ODD Results
Hugely successful. The impact of the new positioned brand and clothing range secured global distribution including key destination stores such as Harvey Nichols, Harrods Colette and A-Life. Denim Revolution.
Links
See Also
Lee Cooper
Brandcast.tv
Lend Lease Storecards
