Have you ever wondered what place promotional clothing has in high fashion? Well if your conclusion is absolutely none, as a matter of fact, you would be mistaken! What if I told you in 2016 French high fashion designer Vetements, debuted their latest clothing creation, a simple yellow t-shirt, donning the logo of a worldwide popular logistics company. In fact it actually opened their Spring/Summer 2016 fashion show in Paris. Vetements a brand that is worn by A-list celebrities and featured in Vogue Magazine not only opened their fashion show with this t-shirt, but went then went on to sell these t-shirts for 185 dollars each.
According to Vogue magazine there is a new branded garment from another worldwide delivery company that’s also getting attention in 2017. Worldnet International is a premiums logistics company that specialises in the world of fashion, retail and technology.
Due to its already well known image in the fashion industry, its blue hoodie started making its way around the industry. The blue hoodie with the Worldnet logo was the brainchild of Brand Manager Gary Craughwell. The hoodie started out as a comfortable uniform for the drivers, and as the hoodie gained exposure, it also gained popularity amongst the company’s clientel. Soon everyone wanted a Worldnet hoodie from Calvin Klein to Alexander Wang, but the strange part is, the hoodie is not actually for sale and were available by request only. They became so popular that they created a request section on the website, and within very little time were left with no stock.
What I love about the Worldnet hoodie story, is they completely embraced the popularity of their branded clothing, their accidental popularity led to a great social media trend. They even started up their own hashtag #OnWednesdaysWeWearWorldnet, sharing all posts of people wearing their now fashionable promotional hoodie.
What better advocate for promotional clothing than this news story? I for one did not know who Worldnet were until I saw the hoodie which has now appeared in vogue magazine, on several popular blogs and all over social media in front of a worldwide audience. This is an amazing example of promotional merchandise advertising being immensely amplified through social media trends.