Smartwool
Second Cut
Smartwool’s ‘The Second Cut’ Project is an innovative, circular solution that recycles old socks into high-quality, eco-friendly wool products. To raise awareness of this initiative, we invited key media and influencers to Ellis Brigham’s Covent Garden store to donate their old socks and receive a pair of embroidered Second Cut Hike Socks in return.
While waiting for their custom socks and enjoying refreshments, guests learned about the Second Cut Project and Smartwool’s commitment to sustainability. The event was also open to Ellis Brigham customers, who enjoyed a discount on Second Cut Hike Socks and the opportunity to have them embroidered.
This collaboration with Ellis Brigham allowed the Smartwool and Canoe teams to engage with press, influencers, and customers, effectively raising awareness of the brand and its sustainable practices. In addition, the activation successfully generated a variety of influencer content and secured top-tier media coverage for Smartwool.
Overview:
Smartwool
Service:
Production
PR
Talent management