You can’t turn a sandwich bag into a fashion brand.
Yup, you can, especially when you partner with a fashion brand like BEAMS Japan. Then you partner with Google Translate and Fred Segal to launch it in the US in a fashion drop called Found in Translation. This was the first of its kind socially-driven LA drop in the week before Coachella. We used the Japanese street wear to activate a city-wide-hunt for the ‘freshest virtual drop ever imagined',’ and seeded a suite of lightweight, razor sharp assets among the micro-influencers keeping our style-seeking Gen Z / Millennial audience on their toes. Our hints required savvy use of Google Translate hidden in Japanese to hunt for clues. It wasn’t an easy solve but those who did got an exclusive entrance into our retail store at Fred Segal.
The google translate fashion drop story.
The Beams x Ziploc couture collection.
Upcycling and remaking are the brand essence of BEAMS COUTURE, a BEAMS private label that uses vintage parts and dead stock to create one-of-a-kind fashion pieces. The collection is nine pieces including a sun visor, cap, fanny pack, backpack, tote bag, shoulder bag, pouch, apron and umbrella. Through meticulous handwork, Ziploc brand bags were taken apart and sewn together to take on new life as wearable fashion items. So were they well received? Hell yes, the entire collection sold out in 10 minutes.
