Every cool young person had a pair of Silvers in the 90s. Over the last 30 years, the Silver Jeans audience have grown up and now Silver jeans are no longer considered a staple for younger people. Silver needed help repositioning their brand to appeal to Gen Z with a fresh new look and personality that feels natively social. In order to break away from the “old Silver”, we needed to do something bold and eye catching to help introduce the brand new Silver and say: same jeans, new style.

We introduced Silver Jeans to a whole new audience – young Gen Z and millennials – by repositioning Silver Jeans Co. as the jean for the young, the bold and the adventurous. We gave the brand a distinct new look, created a spring launch campaign, and completely overhauled all their owned social channels while simultaneously launching paid social and influencer campaigns – building community and brand affinity along the way.

We repositioned Silver Jeans as the ultimate companion in style and adventure through paid and owned social, creator partnerships, bold and relatable content, and a fresh new brand aesthetic to demonstrate the Silver of the future, as well as acknowledging and paying homage to the Silver heritage.