Rogers & Cowan was tasked to generate awareness and educate consumers as well as potential strategic brand partners about Cotton Incorporated’s 10th Anniversary Blue Jeans Go Green™ denim recycling program. The goal was to expand national reach and impressions of Blue Jeans Go Green™ by creating local and national public relations opportunities among Cotton’s core demographic (females aged 18-34).
We conceptualized a celebratory, informative and interactive event with a pop-up art gallery in New York City’s fashionable SoHo neighborhood. Bringing to life the essence, social responsibility and civic-mindedness of the program. Artwork by New York City artists Curtis Kulig, Baron von Fancy and Jeremy Penn were featured and several interactive installations were created to showcase elements of the program; Denim Through the Decades, Seed to Style to Structure, Humanity is in our Jeans and a Thank You Wall honoring past and present partners. The Blue Jeans Go Green™ Gallery kicked off with a VIP reception hosted by fashion and beauty influencer Olivia Culpo with a special DJ set by Isaac Likes Jenny and guest appearance by influencer Jamie Chung. Key attendees included fashion/lifestyle/business media, key retail partners, denim industry leaders and relevant influencers. Following the event, R&C partnered with Artmarkit.com to host a month long auction with the pieces created exclusively for the program.
Key Media Placements
Social media impressions
Pieces of denim