The Legacy Story of Leicester Textiles
Putting Leicester back on the map as a clothes-making capital.
It's Leicester in the 1960s. Two brothers arrive from India, find a sewing machine in a garden shed and begin to make clothes.
They build up their skills, hone their knowledge, one stitch at a time and eventually, they sign a lease for their own factory.
Problem
Our client, had been making and wholesaling T-shirts and leisurewear for over 50 years. Unfortunately, Leicester has a tarnished reputation for cheap factory labour, bad practice and poor ethics - and rightly so. The factory wanted to launch its own clothing line founded on fair pay, the most sustainable materials and great design. They needed to tell the story of their heritage and show that a good factory is about much more than making clothes.
Solution
The best way to define a narrative is from the inside out. So we went to meet the brand founder.
Many questions and conversations later, we had it. This story was gold. We began to articulate it, defining the brand’s core values and designing a voice in keeping. Over weeks and months this voice and story would be carried across the website, product descriptions, a blog, social media and email campaigns.
Bringing the brand to life involved collaborating with many partners. From organising a photo shoot in a disused Leicester factory to working closely with the photographer and other third partner agencies, we designed and ran the digital marketing strategy across channels.
From a blank sheet of paper, the entire brand came to life.