Gerber & Co and K-Way Elements were launching a Cape Union Mart collaboration featuring Pieter-Steph du Toit.

The collection had a strong product story, but it entered a crowded outdoor category during a difficult period for the wider Cape Union Mart business. Media attention was cautious, and ordinary product publicity was unlikely to travel far.

We focused on what the collaboration could prove, not merely who appeared in it.

Our media narrative centred on design, durability, performance and the value of clothing made for real life. We identified the editors, outdoor audiences and creators most likely to care about those details, then tailored the story to their interests.

Trusted relationships with journalists gave us a route into conversations that might otherwise have remained closed. The coverage stayed focused on the merit of the collaboration and gave the collection space to stand on its own.