BELLA+CANVAS, Los Angeles, recently launched a new, massive campaign around its Street Fleece collection.
The 2020 collection, which launched this past September, includes 18 new colors such as lilac, vintage white and sand dune. Additionally, from now until spring 2020, the company will add one new fleece silhouette each month to its Fast Fashion collection. Customers can anticipate new fabrics, plus design elements like raw seams and zipper detailing.
“Street Fleece is about everything that is happening right now in fashion,” says Danny Harris, co-founder, BELLA+CANVAS. “It’s our way of helping customers tap into the trends they see at fashion week, or in their Instagram feeds. Everything is about hoodies, sweat shirts and joggers — in the right colors, with statement graphics.”
The Street Fleece campaign, which was shot in Los Angeles, includes several videos that feature hip-hop dancers instead of models.
“We wanted to create a bold campaign that solidifies BELLA+CANVAS as the go-to brand for fleece,” says Summer Barry, marketing and creative director. “The underground movement is so critical to streetwear, we felt that casting our usual models would be inauthentic. So instead, we cast real people — who also just happened to be incredible dancers.”
The brand also will be launching a six-part series on its YouTube channel, in collaboration with Ink Kitchen and Motion Textile, all about printing on fleece.
“We want to educate our customers on why they might want to opt for fleece over a typical tee, and part of that education includes inspiring them with decoration ideas,” Barry says.
The Street Fleece collection features more than 20 styles, 50 colors and is made with BELLA+CANVAS’ signature sponge fleece fabric. Made from scratch from the highest-quality combed and ring-spun yarn, it’s a midweight fabric with amazing stretch and recovery, and a brushed, plush inside that is soft, according to the company. — D.S.
