H&M's Cos brings John Doe into the fold in US expansion

The brand debuted in the US in Los Angeles in November.

NEW YORK: H&M-owned retail chain Cos has brought on John Doe for PR support following the brand’s launch in the US at the end of last year.

The company, which unveiled its store in Los Angeles last November and in New York last month, is working with the London-based agency, which has an office in New York, on a content assignment.

"Today we are excited to launch our first content project for @COSSTORES – celebrating the arrival of their first two US outlets," the firm said in a post on its Instagram account.

John Doe is also listed on a press release sent to media on Tuesday announcing Cos’ newest initiative with directors Aaron Rose and Petra Collins, who have created short films to capture the brand’s culture in Los Angeles and New York. Rose’s New York-focused video is called The Bubble, and Collins’ film is Drive Time. Both will debut this week.

Representatives from John Doe declined to comment on the relationship, and Cos spokespeople were not immediately available for comment.

Cos communications leader Atul Pathak said in a statement that the brand’s launch in the US "felt like the perfect opportunity to celebrate the creativity across both cities by honoring their differences and capturing their artistic essence."

The brand, founded in 2007, operates in more than 25 countries, according to the company’s website.

Last October, Beats by Dre named John Doe its AOR for North America after working with the agency in Europe since the end of 2013. 

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