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Paper Denim & Cloth Returns to Retail



Web store created by McCann New York and AllofUs

Paper Denim & Cloth Returns to Retail


Paper Denim & Cloth, the premium jeans brand, is making its comeback with the launch of a new collection and web store,, created by McCann Erickson New York, Bekton Media Group and interactive design agency AllofUs.
McCann, Ashley Bekton of Bekton Media Group, and  AllofUs wanted to create a site that reflected Paper Denim & Cloth’s modern, effortless brand ethos and came up with an ultra-simple design to extol the quality of the product ranges and reinforce the brand values through the Lookbook and shop sections. Each page includes social connectivity, and the shopping experience has been designed to be as simple as possible.
Paper Denim & Cloth debuted its spring 2013 collection in July with an innovative campaign using Instagram, featuring a Lookbook shot entirely on an iPhone and revealed live on the internet. 
Sanky, Creative Partner at AllofUs, said: “Paper Denim & Cloth’s philosophy is simple, easy but elegant dressing. At the same time, they’re taking a really innovative approach to their marketing, and the team at Bekton Media Group gave us a really clear strategy when it came to creating their new website. The aim is to appeal to fashion savvy consumers who know and love the Paper Denim & Cloth brand, but also to make it a great shopping experience.”
Led by CEO/Founder Alex Gilbert and Creative Director Chantel Valentene, Paper Denim & Cloth is a privately owned, ready-to-wear fashion line with denim at its core. Launched in 1999, Paper Denim was the first to marry fit and fashion at a price point starting at $128 and inspired the premium denim craze. After a hiatus, the brand is re-launching with a new Spring/Summer 2013 clothing line currently available only on the site.
Creative Credits
Client: Paper Denim & Cloth
Agency: McCann Erickson New York and AllofUs London
Chairman: Linus Karlsson
Vice Chairman: Andreas Dahlqvist
Creative Director: Adam Ulvegärde
Creative Director: Robert Lund
Integrated Producer: Celeste Holt-Walters
Art Director:  Sanky
Lead Designer:  Kam Khanalvi
Interaction Design:  Nic Mulvany
Director of Creative Technology: Mark Fallows
Head of Technology: Stefan Feissli
Technical Lead:  Talib Nelson
Development: Shilya Lee
Production Design: Bill Valentin
Photographer:  Aaron Norman & Alex Gilbert
Project Managers: Debbie Fried, Rob York, Sarah Gautier
Manager of Print Services: Brad Mintz
Print Producer: April Gallo
Creative Services Studio Manager: Paul Cimaglia
Studio Designer: Bobby Davies
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McCann North America, Tue, 16 Oct 2012 15:19:23 GMT