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

Walmart marks Eid with Facebook recipe ad

Using digital and social to reach multicultural consumers

Target launches new photo-capturing app

In a Snap allows in-app shopping

Peanut Butter Cheerios teaches consumers #HowToDad

Move over, moms. It's dad's time to shine with a manifesto from Peanut Butter Cheerios

Insight Vacations taps Lisa Ray for ambassador role

International actress will bridge the gap between East and West

Chatter: A break-up call with Comcast turns into PR disaster

Brutal call captures an attempt to disconnect from service

Montana’s meaty foray into video marketing

123W's meat-for-service spot marks a change for Cara brand

Nikon features photographers with online photo map

Nikon Canada and One Advertising's attempt to demystify big camera gear

BlackBerry appoints former LiveOps boss as COO

Marketing to be part of Marty Beard's new responsibilities