Stitched
Different
Stance Apparel, Fashion, Lifestyle & Performance
Stance isn't your run-of-the-mill apparel brand; it's a defiant declaration against conformity. Beginning with socks and now expanding into apparel, Stance remains dedicated to premium quality. It challenges you to go beyond the norm and unapologetic self-expression.
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BRAND MANIFESTO
ORDINARY WE'D RATHER NOT.
PERFECT. THANKS BUT NO THANKS.
WE ARE EQUAL PARTS MAKERS & BREAKERS.
AN UNAPOLOGETIC BAND OF THE
CURIOUS-MINDED,
WHO REVEL IN TRIAL AND WELCOME ERROR.
A COLORFUL LIFE THAT DEFIES CONVENTION.
WE ARE STITCHED DIFFERENT.
The OBJECTIVE
Stance aimed to create a campaign that unites different cultures while leaving room for expansion into the head-to-toe space. This evolution of the brand had to feel familiar to their audience while also being accessible to a broader one. The idea of morphing their values to be more relevant, inclusive, authentic, irreverent, raw and artful, while adding a filter of optimism, opened up the aperture and created a more approachable brand. The campaign also intended to invite a female audience to the brand by creating a more intentional story that communicates their evolved persona of "Everyday Versatile Expression," which means blending the worlds of streetwear, fashion, and performance, to speak to a head-to-toe product narrative.
OUR PEOPLE
WE ARE A CULTURE OF DOERS BOUND BY
CURIOSITY. FREETHINKERS WHO CELEBRATE A
LIFE LESS ORDINARY. WE ARE CALLED "PUNKS",
AND AT THE SAME TIME "POETS" WE KNOW
THAT THERE'S A PATH BUT...WE'LL JUST BLAZE
OUR OWN.
OUR PRODUCT
We create to provoke a life as colorful on
the outside, as we are on the inside. Where
the perfect fit matters more than fitting
in. ‘Cause clothing should be made for all
the ways that make us different. Those
who feel good, do good.
The creative STRATEGY
Stitched Different" was conceived for this campaign – a contemporary and unfiltered fusion that unites the realms of streetwear and performance in a vibrant and authentic manner. We harnessed the concept of "enclothed cognition," where what you wear profoundly influences how you feel and the confidence with which you express yourself. This campaign celebrates individuality while sharing everyday stories that guide individuals across all walks of life toward communities where their uniqueness unites them with others. The visuals exude brightness and optimism, skillfully straddling the line between the various facets of an active lifestyle, creating one united by Stance.
The marketing campaign was a huge success, thanks to its unique approach of emphasizing the product's captivating story. The campaign put the product at the forefront and made sure that it grabbed the attention of the audience. The use of diverse and interesting individuals in the campaign, combined with the handcrafted art elements, added a further layer of depth and appeal to the overall message.
