DATE: SUMMER 2012
REACH: 750k+ (est.)
As a young fashion brand, Hentsch Man wanted something to help gain interest with the world's press. We to create something that would resonate with the press to ensure coverage, but still reflected the brand's core competency, and so we came up with the Ape Shirt; a short-sleeve seersucker shirt with a purpose built comb pocket in collaboration with Ape to Gentleman. To add to the legitimacy of the product, we invited comb specialists Kent Brushes to provide the tortoiseshell comb for the pocket.
The shirt was a success; and featured in publications from Shortlist Mode and Monocle, to Grazia and on streetstyle blogs across the globe when worn by our influencers during London Fashion Week. The launch was also supported by a feature on Ape to Gentleman and shared across social media for the duration of the campaign.