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

SoFresh embraces its Canuck roots

A dairy alternative brand tries to make its U.S.-grown ingredients more Canadian

Plan Canada refreshes Gifts of Hope

Annual giving campaign positioned as perfect gift for the hard-to-shop-for

Amazon unveils a store with no checkout

Sensors register shoppers' items and automatically charge them to Amazon app

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year

Baton Rouge introduces revamped restaurant format

Ontario location the first to get new look of 18 planned through 2018

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision