#mycalvins | Spring 2015
THE CONCEPT: build an elevated capsule of wardrobe basics that capitalize on the power of the Calvin Klein brand & a building zeitgeist for branded streetwear. Make it commercially desirable for a younger Millennial consumer.
THE PROCESS: Innovate & elevate key item knits with heat bonded logo and hem construction. Utilize airspun brush-back fleece and jersey. Use throw-back chunky twill denim in 99/1% stretch and stonewash for authentic 90's feel. Ensure cuts feel young and covetable- cropped and boxy sweatshirts, extra low armhole tanks and high-waisted slim jeans with authentic double needle.
THE OUTCOME: a massive commercial success driven by elevated, commercial product & fueled by strong marketing shot on Kylie Jenner. Ultimately reaching a much younger consumer for the Calvin Klein brand, and creating huge brand awareness. Product was launched and subsequently rolled out to all doors.