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Since reinventing the classic rain galosh in 2006, Norwegian lifestyle brand, SWIMS, has continued to reinvent classic styles across men’s footwear, apparel and accessories and today is stocked in some of America’s biggest department stores, including in Bloomingdales, Saks and Nordstrom.
SWIMS has been one of Manifest’s global clients for the last 12 months, with our New York, London and Stockholm offices leading comms across North America, Europe and the Nordics. This Spring, SWIMS briefed us to create a global campaign that showcased SWIMS’ commitment to reinventing classics and provided a platform to launch its latest and greatest S/S19 collection.
We decided to look for inspiration outside the fashion space for this campaign. The notion of reinventing classics provided a springboard to connect us with others who shared a similar mindset but within a different discipline. We turned our attention to people who were reinventing classics in their own way. Those who were succeeding in a traditional world but in a not-so-traditional fashion.
We recruited a collection of bold artists, spanning photography, installation and digital, who were each pushing creative boundaries and decided to work alongside them to create something that bought to life this mission in the physical world.
In May 2019, we threw open the doors to Classics Reinvented, an influencer-led pop-up in SoHo, Manhattan. Teaming up with an installation artist from Brooklyn, an architectural photographer from Florida, a digital artist from the U.K. and a black and white photographer from Sweden; SWIMS curated a space that acted as a celebration of creative movers and shakers.
The space provided a platform for each artist to display their work and SWIMS to present its S/S19 collection for the first time. To get the public involved – and provide them the chance to unleash their own creativity – we presented an 8fit SWIMS logo onto a blank canvas and encouraged guests to pick up a paintbrush, spray can or marker and show us how they’d reinvent this iconic logo. The result was an evolving art installation that took different turns over the course of the store’s duration.
Joseph Grazi, installation artist, Brooklyn
Stefan Karlström, black and white photographer, Sweden
Tony French, digital artist, UK
Brandon Fullington, architectural photographer, Florida
We opened the doors on Thursday night with a press, influencers and friends and family launch party. Teaming up with craft rum brand, Diplomático Rum, we made sure the party was a celebration of SWIMS’ latest exhibition and a vehicle to promote its opening to the public.
To finish things off, we turned the space into a backdrop for a panel talk, in which we brought together all of our artists and SWIMS’ founder Eskeland. Hosted by Creative Director, Marcus Teo, we invited the public to listen to the group discuss the creative process and learn how artists, from any space, push themselves to think differently and continue to move the needle in terms of what is creatively possible.