Threefifty
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MILK came to us with a very simple idea - they wanted to sell only white dress shirts online.
As simple as it might sound, it's actually very difficult to stand out in today's already overcrowded market. You have to compete with huge names like Prada, Zegna and Hugo Boss in terms of quality and more importantly - the price. So how did we do it?
Contrary to popular belief, complex problems don't require complex solutions.
We did something similar to what George Louis did back in 1985 with Tommy Hilfiger.
By carefully planning and selecting locations such as the beautiful city of Vancouver, and with the help of already well established brands such as Rolex, Maserati and Fairmont Hotels, we've positioned MILK as an essential item in every successful man's wardrobe, similar to how milk (from cows) is essential in every person's life (unless of course you're lactose intolerant).
MILK's designers shop Europe for the finest and most rare white fabrics known to man.
These fabrics are then transported to the opposite side of the continent, where they are put together by the best tailors in the world over at MILK's Hong Kong studio.
The project was a collaborative effort with some of our good friends.
Ryan Connors and Nick Crocken helped us out with a big chunk of the photography, while Brian Ceci was responsible for the video.
Overall, this project consisted of about 15-20 people.
We've decided to use Maserati Quattroporte GT as one of the main props, as we felt that it best conveyed the feeling of the successful professional.
Everything was shot over a very short span of only 3 days at the Fairmont Pacific Rim hotel, the beautiful Stanley Park, and the trendy Gas Town.
Our friends over at Derks Formals (who also happen to be one of our oldest clients), were kind enough to lend us over $20,000 in suits and accessories that you see throughout all of the promotional materials.
This greatly helped us out in keeping the project costs lower for MILK.
Mandy Bilous, the head of marketing for Derks Fine Group of Companies, also flew out with us to Vancouver to make sure that everything was going smoothly and that the suits looked perfect once fitted on models. We love our clients!
Check back soon for a complete debrief in our Blog.
