#TBT: Dedicated Denim
May 26, 2016
In June 2011, with a keen understanding of Founder and Creative Director Jason Trotzuk’s passion for giving back, FAULHABER presented denim brand, FIDELITY, with a unique campaign idea to create a special edition jean for holiday release with a charitable tie-in called DEDICATED DENIM.
FAULHABER created a detailed vision document which outlined the whole campaign from top to tail, from sample product inspiration to recommendations on the right charity to partner with. Strategically timed to complement holiday gifting stories featuring ‘gifts that give back,’ FAULHABER suggested the brand sell a red jean tied to the global awareness of World AIDS Day on December 1st. To give further credibility to the campaign, the team secured the Elizabeth Glaser Pediatric AIDS Foundation as a charity partner, donating 100 per cent of the profits generated from the sales of the DEDICATED DENIM jean to the foundation. FIDELITY embraced the campaign concept wholeheartedly and expanded the program to include the US market.
Garnering press in Canada and the US alike, DEDICATED DENIM proved to be a great success with the media. The Toronto Star called it the “charity gift to give this holiday season!”. The jeans appeared in top print publications including FASHION Magazine, FLARE, and The Globe and Mail’s Style Section; in broadcast segments with Oh So Cosmo and The Marilyn Denis Show where they received huge audience applause and a personal call to action from host Marilyn Denis; and in national online publications like The Huffington Post, iVillage and Fashion.com.
Learn more about this cool project here and be sure to check back each week for more of our favourite projects from the past.