White Stuff: billing themselves as ‘fashion for lovers not victims’ White Stuff create quality clothes for men and women where the attention is on fabric, design and detailing.

Brief: to reposition White Stuff as a fashion brand rather than a sports brand by participating in fashion shoots across the mainstream press. We were also tasked with launching the new Spitalfields store and subsequently using it as a base to host regular press days.

Results: we implemented a strategic plan to combat press misconceptions of White Stuff as a sports brand. We mixed regular tours of the publishing houses and press days with creative mail shots highlighting new additions to the ranges, new designers and associated brand activity, whilst always ensuring we were first with sample send outs for photo shoots. We worked with our client’s rosta of marketing events to convert them into targeted press coverage; the most successful of which was a double page fashion spread in the Daily Express based around White Stuff’s annual Surf Relief event.