From Shackles to Chains

CHALLENGE

After 18 years in the industry, TWOBOP was facing increased competition in the premium streetwear market, with new brands entering the scene and established players expanding their product lines. Additionally, the brand was struggling to expand beyond its core audience in South Africa and gain traction in other parts of the world.

SOLUTION

To address these challenges, TWOBOP took several steps to reposition itself as a global brand with a strong focus on cultural authenticity and community building. This included:

• Developing a new marketing campaign that highlighted the brand’s South African roots and celebrated the diversity of its community.

The marketing campaign included carefully curated images; a fashion film and considered PR seeding.

RESULTS

Through these efforts, TWOBOP was able to achieve several key goals, including a positive social impact. TWOBOP was able to stand out in a crowded market and gain a loyal following in new regions around the world, while igniting nostalgia and brand loyalty with its existing markets.