howies

In fashion, image is everything. Use the wrong language and start referring to clothes as ‘hip’ instead of ‘cool’ and you’re busted. When we took howies into more mainstream media channels, like TV and press, the danger was to appear as though they had got ‘marketeers’ in. Their army of fans on their website and mailing database might have thought they’d sold out.

By avoiding ‘we’re great’ chest-beating type messages the ad feels less like marketing. By avoiding having a logo the ad feels less like marketing. By avoiding putting the brand name in the usual place the ad feels less like marketing

Howies Cinema 60 inch

Skate press

Howies “Surfer” Cinema 60 inch

Merino Wool press

Denim press

T-shirts

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