When the auto-industry tanked it wasn’t just the assembly plants that felt the pain. A sewing company dependent on protective “clothing” orders for assembly line robots came up with their own bailout. It wasn’t a far stretch to diversify from manufacturing clothing for robots to people. Using the same automotive materials and motif’s a brand was born in the true Motor City fashion, through ingenuity and perseverance.
Seat-belts are installed as support handles in public transit vehicles referring to the physical attribute of the jeans. Coinciding OOH pieces within the vehicle deliver brand message.