The Challenge

CANG describes itself as a ready-to-wear menswear label expressing the journey of man through design via narratives. We partnered up with CANG’s founder Jermaine Nwankwo to establish strategies across social, content, web and public relations for the launch of their inaugural ‘FALL ON A RISE' collection.

We were approached with the mere concept of a fashion line, sketches and a line sheet. With concerns that the brand could fall into the merchandising category—lacking proper execution and market solidifying structure—Jermaine wanted his soon to be baby launched effectively.

A challenge we identified, was the growing number of fashion labels emerging into the UK market offering direct-to-consumer clothes in the urban/streetwear category, selling at a fraction of the price they would need to charge if they were targeted as contemporary.

We knew we had a task on our hands, but assured him that our work hugely focuses on quality and we won't compromise or sacrifice that.

Solution

To introduce CANG as a premium branded player, we kicked off the content development by planning the fashion film titled ‘Lost In The World’. The video was set in the woods in South London and expressing an emotion of lifelessness whilst displaying the pieces of the brand. Each scene, written by the Designer Jermaine Nwankwo, aimed to deliver a mood to the viewer.

We filmed the fashion film in the woods representing the "world" and/or the "mind", illustrating the model as spaced out/grim/sad/lifeless (but in a subtle way) whilst highlighting how the details of the garments interact with the environment.

With the help of photographer Barbara Premo, we created a bold and visually enticing series of images, utilising the wood theme as a prerequisite to selling the product that could live across digital and facilitate press outreach.