THE SKATE WASH DENIM
|Product||FASHION & ACCESSORIES|
|Entrant||JWT ALWAYS Shanghai, CHINA|
|Type of Entry||Corporate or Brand Itendity |
|Title||THE SKATE WASH DENIM|
|Product/Service||FASHION & ACCESSORIES |
|Entrant Company:||JWT ALWAYS Shanghai, CHINA|
|Design/Advertising Agency:||JWT SHANGHAI, CHINA|
||Executive Creative Director
|Alvin Qi/ Will Zhu
|Josephine Pan/ Lily Sun
|Jane Zhang/ Joan Wang
|Shanghai Kui You Advertising
Other jeans brand also wants to own street culture, thus we need to be the most authentic street wear brand.
Describe the brief from the client:
MJeans wants to own street culture, so to attract youth to stores and drive sales.
Description of how you arrived at the final design:
We decided to design a new skateboarding experience where we wrap the entire skate park with denim, and later use the denim cover with the skate “wash’, to produce the jeans. Can’t be more authentic than that.