Let me pose a shop project to you: A 115 year old, logistics brand, a brand known more for its utility than its creativity, approached you with this: We want to sponsor the world’s most exclusive event in fashion, New York Fashion Week (NYFW). Not only that, we want to launch our own merch collection at NYFW, how can you help us make that impact.
You might think that no one would ever match NYFW + UPS as brands who could partner together in a way that would create magic, but that type of stereotyping with brands, merch, and experiences is what prevents us from thinking critically and creatively.
Because UPS did exactly that, they partnered with notable names in fashion and up-and-coming designers to create an exclusive collection of merch and streetwear, but they didn’t just stop at merchandise, the entire campaign, from the design to the product, to the on-site experience, all aligned with their ultimate intent: to support, showcase, and celebrate emerging Black fashion brands and their unstoppable spirit.
In this episode, Bobby Lehew and Mark Graham break down the key lessons we can all apply from one of the most creative shops today, including:
Incorporating a give-back
Outsourcing creative
Dropping limited edition products
Designing for every single piece as an experience
The perfect product mix
Creating an on-site experience with merch
Explore with us the genius behind the UPS Be Unstoppable Shop!