RW&Co teams with Hayden Christensen on new collection, campaign

Clothing retailer RW&Co. has enlisted some star power for the launch of an upcoming limited edition menswear collection  and a support campaign that rolls out today. Canadian actor Hayden Christensen has partnered with the retailer on a 20-piece line arriving in November that includes coats, jackets, shirts, pants, knitwear and accessories that range in price from […]

Clothing retailer RW&Co. has enlisted some star power for the launch of an upcoming limited edition menswear collection  and a support campaign that rolls out today.

Canadian actor Hayden Christensen has partnered with the retailer on a 20-piece line arriving in November that includes coats, jackets, shirts, pants, knitwear and accessories that range in price from $59 to $249.

The retailer is supporting the launch with an advertising campaign that includes social media, online, in-store collateral and out-of-home executions in Toronto and Vancouver in addition to PR efforts managed by NKPR.

Sue Vovko, president of RW&Co. told Marketing that the partnership with Christensen allows the retailer to shine a spotlight on its menswear business – an important part of its portfolio.

Vovko said most celebrity-led collections zero in on female consumers. “We really felt the men in Canada were under-serviced.”

RW&Co. caters to 18- to 30 year-old men and women, offering active, casual and urban clothing and accessories with over 80 locations across Canada in addition to its e-commerce site.

Brands Articles

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Best Buy revenue slips as it closes Future Shop

Electronics retailer cites "ongoing softness" in the local market as reason for decline

Nutrition House chooses first Public Relations AOR in a decade

Idea Workshop hired to develop blogger, media and digital marketing strategies

Weber Shandwick handed digital duties for McCormick Canada

Mandate includes content creation, web development, video production and social

Doi Chaang Coffee hires Korrelation as PR AOR

Canadian coffee company looks for media support as it expands nationally

Sobeys continues support of Jamie Oliver’s Food Revolution

Star-studded effort emphasizes the importance of food education

CIBC pushes new brand position with Percy the penguin

Financial institution introduces "Banking that fits your life" tagline and updated logo

Expedia.ca steps up to the plate with Blue Jays campaign

Travel site puts Jays' mascot front and centre of recent effort