TCO and size? launch 'Spaces In-Between' branded content campaign
A multi-platform exploration of the roots of sub-culture on style.
size?, the global footwear and apparel retailer, is focusing on using deep engagement to drive brand loyalty with a hard to reach audience of tastemakers.
TCO, the media company behind youth culture brand Huck and film brand Little White Lies, has been appointed to lead on the campaign.
A bold new magazines, website, and podcasts, offer a fresh and colourful constellation of pop-culture content, supported by cutting-edge videos, photography and illustrations from leading creatives such as Benedict Redgrove, Adam Cruft and Dan Emmerson.
When it comes to style, most media platforms focus on current trends, without looking deeper at what influences the decisions people make about the clothes they wear. size? Spaces In-Between fills this void, by documenting the influence of global subculture on style. In many ways, the project traces the movements of subculture and style as did groundbreaking titles like The Face in the 1980s.
size? Marketing and Creative Manager Peter Kellett says: “Spaces In-Between is an opportunity to build brand loyalty through a stronger relationship with our consumers. It's a place for us to not only champion and document culture, but also to influence it. TCO, through their title Huck, know how to talk credibly to an audience of millennial tastemakers. Their premium execution also aligns with our positioning.”
Simon Baker, TCO's Managing Director, adds: “Spaces In-Between hits that perfect trifecta: size? is contributing to culture through credible journalism; it's building brand loyalty; and the audience is getting loads of value. With digital content and podcasts being supported by a print mag, we're also bringing the content in-store, linking the two worlds together. This is branded content as it should be.”
Editorial direction for the campaign is being led by TCO’s Agency Editor, Michael Fordham, former features editor at Dazed and Confused. “Spaces In-Between is a colourful, celebratory documentation of culture - the stuff that draws us together rather than divides.”
The first stories to feature include hip-hop heavyweight Talib Kweli; the youth pushing fashion from the block parties of Portland, Jamaica; the local pride of whippet racers in the North East of England; and the European football fixtures in the 1970s that led to the boom in British streetwear.
Culture-clash aficionado Don Letts hosts ‘Join the Dots’, a series of podcasts uncovering people who are creating culture, on the ground. The first episode features South London rising artist ‘Cosima’.
Upcoming features are themed around California’s cultural impact on the wider world – with contributions from skate culture doyen CR Stecyck, as well as California-based artist/photographers Ed Templeton and Clint Woodside. UK urban insiders Tim And Barry document the post-grime movement happening in British music right now, and a series of especially commissioned illustrations evoke half a century of NBA style.
The 100-page magazines will be distributed for free in all size? stores and through Huck's network of neighbourhood distributors, with further articles, videos and digital content available at www.sizedefiningthespaces.com.
