Creative Concept | Co-Branding | PR
Fristads x Stockholms stadsmission
CHALLENGE
Two needs - one solution.d organizations from more groups in society than ever, and a need for funds for these organizations.
Against this background, Story connected Fristads, Sweden's leading manufacturer of work clothes, with Stockholm Stadsmission, with the aim of creating a long-term collaboration between the organizations. The collaboration meant that Fristads’ worn-out work clothes were given new life in various ways and that the proceeds from the clothes went to Stockholm Stadsmission.
Story created the creative idea for the concept and was responsible for all communicative activities.
SOLUTION
Story's creative concept was divided into two phases.
Phase 1: As workwear also can be seen in fashion, Story saw the opportunity for Fristad's used workwear to be sold as it was, if the used workwear were packaged as a branded "shop in shop". Fristads started collecting used work clothes and older collections for the shop-in-shop in two of the Stockholm Stadsmissions stores as well as online. Story carried out a press launch about the collaboration and the new "shop-in-shop" and sales showed promising results right from the start.
Phase 2: Story further identified that the worn-out workwear with good quality fabrics could be used as the basis for making brand new clothes. Defective and worn-out garments from Fristads were collected and sent to Remake Sthlm, a fashion brand within the Stockholm Stadsmission, who created the completely unique collection "Workwear Re-worked" - consisting of 10 high fashion looks, made entirely from old Fristads clothes.
The collection was designed by Remake Sthlm's award-winning designer Marie Teike, and was sewn entirely by hand by Remake Sthlm's team in their studio in Stockholm.
The collection was shown to the media and partners, in a raw location in the Slakthus area in Stockholm. A neighborhood that is currently emerging, so the event brought the fashion crowd to the construction industry.
The guests were treated to breakfast, served in authentic building style, a sandwich in a branded tin box and coffee in branded thermoses. The guests got to take both a lunch box and a thermos home with them to use again and again. To celebrate the collection, guests were entertained by one of Sweden's most exciting up-and-coming artists, Stella Explorer, who played while the morning sun shone in through construction dust-covered windows. The event was followed by a press launch of the collection and the collaboration.
RESULT
The used workwear clothes continue to sell well and the collaboration is ongoing. The press launch to highlight the collaboration and the new shop-in-shop at Stockholm's Stadsmission created coverage in local- and entertainment media. The Workwear Re-worked collection attracted interest from both fashion-, culture- as well as media within the construction segment. Titles as Damernas Värld, StyleBy, Plaza, Impact Loop, SVT and Ahlsell showed up to the breakfast event and shared generously on social media. The PR work for the collection is ongoing.
