For the launch of their 2017 denim line, Everlane wanted to focus not only their brand ethos of 100% transparency but also the environmentally friendly, non-toxic, and water conscious jeans they were creating, and for such a low price.
Everlane wanted to create buzz-worthy moments around their launch. Historically, the brand has always shut down their website before the launch of a new collection. Taking it a step further, we had Everlane completely “erase” their Instagram account.
For the event, we pitched blue-dyed water or Denim Water, to highlight the non-toxic and non-chemical aspects of the water the brand washes their denim in.
