Union Jeans taps Workhouse for new outreach

NEW YORK: Cult-brand Union Jeans has signed Workhouse Publicity as its AOR.

NEW YORK: Cult-brand Union Jeans has signed Workhouse Publicity as its AOR.

The high-end denim brand recently hired as its new creative director Nigerian-born Christopher Enuke, who is best known for his brand, Oligo Tissew, and his work for Jag Jeans and BCBG. Work with Workhouse began a month ago.

"It's a very exciting time to work with a brand like this," said Workhouse CEO Adam Nelson. "It's a brand that has been established, but is also bringing in an award-winning creative director."

Nelson added that this new hire will elevate the campaign and that this will be a more couture denim line.

Workhouse does not plan to use celebrities for the promotion of the brand, rather focusing to position Union Jeans as a consumer-friendly brand.

"We hope to create real brand awareness that elongates the brand loyalty," he said. "This is not a brand driven by trends; it's a brand driven by direction."

Enuke's first fall collection for Union Jeans will be launched at the Project Show in Las Vegas in February 2007, using themes like "State of the Union" and "Western Union."

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