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Creative in association withGear Seven
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Paper Denim & Cloth Re-launch Live on Instagram

30/07/2012
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First launched using polaroids in 1999, the reintroduction follows in its footsteps with the modern version of instant photography

 

Paper Denim & Cloth is re-launching with a new collection on Wednesday, July 25th, LIVE on Instagram. 
 
The fashion brand, which was put to bed a few years ago, is making a comeback with a new Spring/Summer 2013 ready-to-wear clothing line.
 
Paper Denim & Cloth believes fashion should be democratic, less about a particular style, and more about men and women bringing their own style to life. It’s inclusive and authentic.
 
‘The Instashoot’, created by McCann New York, introduces the new fashion line democratically and makes it accessible to everyone in real time. The look book for the collection will be shot live on Wednesday and Thursday this week.  The new line will be unveiled in real time on @paperdenimcloth on Instagram. Image by image. Look by look.
 
Paper denim first launched in '99 with a look book of Polaroids shot by the co-founder Alex Gilbert. 
 
The brand is being re-introduced in a similar fashion, using the modern version, Instagram, as the platform for both the creation and the unveiling of the Spring/Summer 2013 look book. 
 
Follow the live unveiling at: @paperdenimcloth on Instagram and Twitter.  
 
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