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

B.C. craft brewer asks consumers to thicken the plot

Central City Brewers + Distillers introduces character-based beers from "mythical world"

Target Canada has some explaining to do

Vendors demand answers before the retailer closes up shop in Canada in May

Ford goes ‘back to basics’

Car company helps bloggers escape from the daily grind with recent event series

Etsy formally files for IPO worth up to $100M

Nearly 20 million people made at least one purchase through the online retailer last year

Subway uses wifi for giveaway

Partnership with Turnstyle Solutions provides new customer reward system

McDonald’s to start serving antibiotic-free chicken

Announcement comes as fast-food giant struggles to shake junk-food image

Metro partners with Chatelaine on multi-platform campaign

Effort will promote Metro's local foods with an emphasis on seasonal produce

Taxi Vancouver taps its first beer client

B.C.-based beer maker hires agency to oversee "non-traditional assignments"