THE COOPER COLLECTION

Launching Lee Cooper’s first premium selvedge denim with a global music collaboration.

Despite a long heritage in denim and workwear that goes back to 1908, Lee Cooper wanted to launch its newest range to a world of denim heads and fashion industry insiders with a one-of-a-kind campaign built on its legacy in workwear, London and music.

With a past supporting new music and established bands –including The Rolling Stones in the 1980s – the brand was in an enviable position to stamp its position back on the music scene.

Core to the campaign was our partnership with Brit Award winnerJack Garratt, working with him to record an exclusive track - Strong Enough - as well as shooting the branded music video to go with it. 

After 10 months of graft with the brand and Jack, the launch campaign culminated with an exclusive event in the heart of East London – Lee Cooper’s home – for a who’s who of fashion.

Alongside a unique Jack performance on our custom red diamond stage, the event served to inspire and educate attendees with a walk through the brand’s history, a gallery of its most iconic work and an immersive look at the new collection. After launch night we turned the space into a pop-up store and gallery where punters could get their hands on the product for the first time. 

The results? A sold out AW16 collection. 2000 attendees to the event and pop-up store over 4 days, 200,000 views of Jack’s video, and an enhanced and growing range for The Cooper Collection in AW17.