Seek No Further

Fruit of the Loom presents a new premium line. Inspired by yesterday’s visionaries, today’s trailblazers and tomorrow’s innovators, Seek No Further believes in a pioneering spirit. Bringing together contemporary fashion, 150 years of expertise and high quality materials, offering effortless style that feels good. Designed for work and play, for day and night, for men and women. Created with traditional know-how and cutting-edge technology. Available at twin pop-up stores in London and Berlin.
Keep it simple, Seek No Further.

Fruit of the Loom has operated as a trademarked brand for almost a century and a half, but one founding principle of Seek No Further is the belief that tradition is not enough. Whether re-examining an iconic garment, a long established technique or a heritage material – there’s always room for improvement, to become more appealing and better fitted to modern life. Bringing a sophisticated edge to the irreverent spirit and easy to wear staples of its parent label, Seek No Further marries Fruit of the Loom’s craftsmanship and fabric expertise with a thoroughly contemporary design ethos.

Services:
Public Relations, VIP Liaison


THE BRIEF

Marmalade was asked to a create a campaign to generate excitement around this new brand in the lead up to the pop-up store launch, leveraging multiple channels and creating maximum exposure to drive continuous and ample footfall to the store and, ultimately, generate sales.

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THE CAMPAIGN

In order to create lasting and tangible results we worked with three distinct campaign components as the main mechanism of the overall PR campaign including a carefully tailored national media liaison and product placement programme, generating footfall utilising regional print and online media platforms and implementing the new brand image through engaging with key London influencers.

The idea was to engage opinion formers from various backgrounds and industries from fashion to furniture and from food to beauty and art. To spread awareness amongst the early adopters we’ve reached out to creative and innovative people who perfectly embody the spirit of Seek No Further.

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Eleanor Hardwick
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Magnus Pettersen
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Sharmadean Reid
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Jo Berryman
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Emilie Holmes
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Jeff Hahn
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Marc Hare
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Gary Card
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Alex Noble
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Oliver Hadlee-Pearch
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Will Taylor
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Marina Tweed & Dave Lane

THE EVENT

Thursday 13th March saw the East London crowd coming together to celebrate the Seek No Further pop-up store launch on Redchurch Street. With Good & Proper Tea providing delicious PearTEAzers from their adorable tea van and Sharmadean Reid from WAH Nails keeping our guests entertained with the finest 80′s & 90′s hip hop tunes, much fun was had by all. Post store event everyone moved on to the after party at Lounge Lover where guests were treated to a live set by Paris DJ duo Twinsmatic whilst enjoying one (or perhaps two…) Bloody Berry cocktails.

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