CRUISING JEANS

TitleCRUISING JEANS
BrandKAIHARA DENIM
Product / ServiceORIGINAL JEANS
CategoryD02. Use of Ambient Outdoor
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Idea Creation 2 TBWA\HAKUHODO Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
Production AOI PRO. INC. Osaki, Tokyo, JAPAN
Production 2 HAKUHODO PRODUCT'S Tokyo, JAPAN

Credits

Name Company Position
Takeshi Ogasahara HAKUHODO Copywriter
Takao Yanagi HAKUHODO DY MEDIA PARTNERS Creative producer
Yuki Tokuno TBWA\HAKUHODO Head of art
Hyewon Choi TBWA\HAKUHODO Designer
Yuta Enoki TBWA\HAKUHODO Designer
Kana Takarada TBWA\HAKUHODO Designer
Takeshi Fukui HAKUHODO Promotion Planner
Itaru Shibamura AOI pro. Producer
Ryo Ota AOI pro. Director
Daisuke Takahashi Freelance Director of Photography
Takanobu Tsushima Freelance Editor
Koji Togoe HAKUHODO PRODUCT’S Producer
Yasuko Furukawa HAKUHODO PRODUCT’S Photographer
Tomomi Okuda HAKUHODO PRODUCT’S Retoucher
Ryutaro Kihara HAKUHODO PR Director
Takahiro Miura GO inc. PR/Creative Director
Taichi Sugiyama OZMA PR PR Planner
Arata Hiyajo Quark tokyo Web director

Brief Explanation

BACKGROUND The fashion industry is fiercely competitive on a global scale. Consumers continue to demand higher quality at cheaper prices, and this trend shows no signs of waning. A local denim manufacturer, KAIHARA, was also a participant of this competition. IDEA Cruising Jeans -the world’s first denim washed by sea breeze.- We made a “flagship” of a denim fabric manufacturer. Exposing the denim to sea breeze, not only does it create damages, but the substances contained in sea breezes allows the denim to maintain its color longer. RESULT - We created a precedent of the fabric itself becoming a brand, without having to solely rely on a designers’ name. - A precedent and advocation of “slow fashion” was created in a world dominated by fast fashion. - New business possibilities were conveyed (eg. using denim as flooring materials etc…) - The cruise was featured in numerous media.