Since the launch of ABRAND JEANS back in 2013, the cult denim brand introduced by Melbourne denim house Three by One, has been dedicated to spreading their denim religion culture and carefree attitude to life.
November marked an exciting milestone on the Abrand calendar, with the hot new summer collection launching into GLUE stores nationwide. Always looking to the future, Abrand joined forces with Glue store, in launching a social media initiative quite unlike anything the Australian media landscape has ever seen before. Aimed at always sharing the message of being the brand remembered along with ‘the best times of your life,” this new Abrand Summer campaign ups the ante and represents creativity and collaboration.
In celebration of the memorable Abrand journey to date and to commemorate the launch into one of the country’s biggest fashion retailers GLUE store, Abrand invited the top fashion influencers to collaborate with them on a social media activation, which encouraged them to share their interpretation of the Abrand philosophy.
Influencers were invited to post their denim moments to Instagram in order to go into the draw to win the trip of a lifetime – to BALI! Communicating their love for the brand, posts to #abrandgluestore flooded in from everywhere, reflecting everything from fit, personal style, photography and all in all an inspiring take on Abrand’s ‘Denim Culture.’ The calibre of posts made it nearly impossible for the Glue store and Abrand judging panel to choose the winners but after much deliberation, @rachelteetyler, @jessie_khoo, @karinaannehunt, @torilevett & @lala_meow were the winners of ‘The Ultimate Weekend in Bali with Abrand’. Engagement across all of the brand’s Social channels were at an all time high. All eyes were on the winning influencers as they jetted off to Bali in their denim hi skinnies, ready to take on the weekend and create the best campaign to hit the market this Summer season.
The Bali trip communicated a devotion to denim and collaborative effort that Abrand is famous for. Shooting with one of Australia’s top homegrown creative agencies who have relocated to Bali, Culture Machine captured the moments which will be unveiled in all Glue store windows nationwide on the 26th of October.
Shot by Culture Machine’s Yasmin Suteja in one of Cangguu’s top venues Pretty Poison, the good vibes were brought and the carefully selected denim was styled up to reflect the hot new collection available in all Glue stores . White denim is a key look for the boys this season – fresh, crisp and perfect for the young at heart. For the girls the key looks were the distressed shorts, a must have for the festival goer, and the high relaxed short for the beach babe.
In line with the launch of Abrand into Glue stores and this exciting collaboration, Abrand have also just launched their highly anticipated new e-commerce store, so now all of your favourite styles are available at the click of a button.
The e-store will host the new collection available to pur- chase, along with brand new functionalities like Shop the Instagram.
Great denim takes you to great places.
Follow the journey this season with ABRAND JEANS –
www.abrandjeans.com
by Arrnott Olssen
Editor Rogue Homme
