Red Wing's Campaign Has "All Been Seen, Heard & Worn Before"
Grace Mahas — September 15, 2022 — Eco
References: redwingshoes
Red Wing Heritage will begin to tease ‘Same Old’ – an entirely upcycled limited collection and corresponding campaign. From pre-worn styles and Red Wing memorabilia – including a neon clock and collector's embossed denim jacket – to the TV and retro retail ads with some favorites stemming from the ‘70s and ‘80s, all creative has been pulled from Red Wing’s 117-year archive.
This is the second brand campaign in which Red Wing Heritage is leaning into its longevity and reclaiming independence from fast-fashion trends. The brand's first-ever global campaign was in 2021 with a message to live “Out of Fashion.”
Secondhand shoppers and brand fans can preview the first-ever Same Old collection between Sept 13 and 20.
This is the second brand campaign in which Red Wing Heritage is leaning into its longevity and reclaiming independence from fast-fashion trends. The brand's first-ever global campaign was in 2021 with a message to live “Out of Fashion.”
Secondhand shoppers and brand fans can preview the first-ever Same Old collection between Sept 13 and 20.
Trend Themes
1. Upcycling Limited Collection - The trend of creating upcycled limited collections using pre-worn styles and memorabilia to create exclusive designs for eco-conscious consumers presents an opportunity for sustainable fashion brands to highlight their efforts.
2. Heritage-based Campaigns - The trend of heritage-based campaigns that highlight the brand's longevity, authenticity, and independence from fast fashion trends can be used by fashion brands as a way to differentiate themselves and create a unique brand identity.
3. Archival Revival - The trend of reviving archival designs for use in modern campaigns represents an opportunity for brands to tap into nostalgia while also showcasing their history and evolution over time.
Industry Implications
1. Sustainable Fashion - Upcycled limited collection campaigns that utilize pre-worn styles and memorabilia to create exclusive designs present a disruptive innovation opportunity for sustainable fashion brands.
2. Legacy Fashion - Heritage-based campaigns can be used by legacy fashion brands to differentiate themselves from fast fashion trends and showcase their history, authenticity, and independence.
3. Vintage Retail - The archival revival trend presents a disruptive innovation opportunity for vintage retail brands or retailers who specialize in selling vintage clothing, accessories, and home decor.
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