size? launches Spaces In-Between – a brave new campaign exploring the influence of sub-culture on style
size?, the global footwear and apparel retailer, is focusing on using deeper engagement to drive brand loyalty through the campaign.
TCO, the media company behind youth culture brand Huck and film brand Little White Lies, has been appointed to lead on the campaign, which will be delivered through premium magazines, a bold new website, and monthly podcasts, and is supported by cutting-edge videos, photography and illustrations from leading creatives such as Benedict Redgrove, Adam Cruft and Dan Emmerson.
size? Marketing and Creative Manager Peter Kellett says: “Spaces In-Between is an opportunity to build brand loyalty through a stronger relationship with our consumers. It’s a place for us to not only champion and document culture, but also to influence it. TCO, through their title Huck, know how to talk credibly to an audience of millennial tastemakers. Their premium execution also aligns with our positioning.”
Simon Baker, TCO’s Managing Director, says: “Spaces In-Between hits that perfect trifecta: size? is contributing to culture through credible journalism; it’s building brand loyalty; and the audience is getting loads of value. With digital content and podcasts being supported by a print mag, we’re also bringing the content in-store, linking the two worlds together. This is branded content as it should be.”
Editorial direction for the campaign is being led by TCO’s Agency Editor, Michael Fordham, former features editor at Dazed and Confused. He adds: “Spaces In-Between is a colourful, celebratory documentation of culture – the stuff that draws us together rather than divides.”
The first stories to feature include hip-hop heavyweight Talib Kweli; the youth pushing fashion from the block parties of Portland, Jamaica; the local pride of whippet racers in the North East of England; and the European football fixtures in the 1970s that led to the boom in British streetwear. Culture-clash aficionado Don Letts hosts ‘Join the Dots’, a series of podcasts uncovering people who are creating culture, on the ground. The first episode features South London rising artist ‘Cosima’.
The 100-page magazines will be distributed for free in all size? stores and through Huck’s network of neighbourhood distributors, with further articles, videos and digital content available at www.sizedefiningthespaces.com.
About size? size?
size? Is a global premium supplier of footwear and garments featuring a collection of the world’s best brands.
About TCO tcolondon.com
TCO is a fiercely independent media company, publisher and content agency that makes credible premium branded content for millennial audiences.
“Cutting-edge publishers”. TIME magazine
About Huck huckmagazine.com
Huck is a premium youth culture brand across print, digital and film, offering unique counter-narratives through quality journalism from around the world.
“In Huck, subcultures are entry points for articles about music, politics and places all over the world”. The New York Times