United Stock Dry Goods
United Stock Dry Goods is a clothing line made in Canada utilizing denim and fabrics sourced from Japan.
Denim aficionados recognized the brand as one of the best entry-level raw denim brands but the brand lacked press and very few people knew that United Stock Dry Goods offers full seasonal collections beyond denim as well as suiting.
To drive mass awareness, I leveraged conversations on online streetwear forums such as Style Zeitgeist, Style Forum, r/denim, Rawr Denim and others to underline the brand's quality construction.
On Instagram, users were posting lots of pictures of themselves wearing the brand using the #OOTD and #OOTDmens hashtags. These pictures were repurposed and broadcast on the brand's growing social channels, spotlighting the full collections available and building a community of brand advocates.
My digital strategy resulted in repeated mentions in Rawr Denim (the authority on premium raw denim), being included in Nylon Men’s “Top 10 Denim Brands to Watch Out For”, a measured lift across all social media channels, and (most importantly) more retailers stocking United Stock Dry Goods’ full collection.