LOS ANGELES: Hess Natur, a German-based mail-order apparel brand that is organically sourced and manufactured, named Bullfrog & Baum (B&B) its AOR, tasking the agency with the promotion of its US debut planned for this July.
B&B is reaching out to fashion- and green-centric consumer media, as well as the trades, in order to generate dialogue about organic textiles and its global impact. It will also build buzz around the brand's collaboration with fashion designer Miguel Adrover who signed a five-year contract as creative director of the company.
Hess Natur's expansion to the US was motivated by a growing awareness of green issues in the country, and what it perceived as the unavailability of a wide range of natural and organic clothing to a larger audience, Evyn Block, SVP at Bullfrog & Baum, said, via e-mail. “‘Organic' in the US refers only to the sourcing of the product, and doesn't speak to the manufacturing process at all,” she said.
The agency is partnering with environmental groups, such as Lifestyles of Health and Sustainability (LOHAS), to host media luncheons and panels to discuss fair trade apparel, sustainable sourcing, and responsible production.
The team will unveil its collection to the media at a traditional showroom event this month, featuring signage about social manufacturing projects, including Hess Natur's cotton project in Burkina Faso, Africa, and the brand's collaboration with Pulitzer Prize winner Dr. Mohammed Yunus.
Hess Natur will sponsor the LOHAS 12 conference in Boulder this June, where it will introduce “Im Ready,” a marketing initiative educating consumers on why purchasing organic apparel makes a difference.
Consumer outreach has already resulted in coverage by WWD and the International Herald Tribune focusing on Miguel Adrover.