The strategy represents a new form of expression, according to the brand, and is supported by the lifestyle of consumers
Bem Bolado, a brand known for products with silks and items for tobacconists, is investing in a new segment, Weed Wear. It has just launched a collection with 39 pieces, including t-shirts, hoodies, windbreakers, key chains, tobacconists, shirts, pants and shorts.
The strategy represents a new form of expression, according to the brand, and is supported by the lifestyle of consumers. The items were developed based on hemp and organic cotton. A sustainable line that dialogues with the company’s commitment to environmental causes and ‘cannabic activism’.
To publicize the new products, it launched the “Bole sua Moda” campaign, which seeks to portray the stories of people who use art to face the weight of the system, whether with social and racial prejudice or transphobia. It features the stylist Braga, the pixadora Irene, the DJ Pam Belli, the Beatmaker Márcio Dabliueme and the Rapper Sant, also invited to compose and interpret the official music of the action.
“All these stories are found through art, as well as the story of Bem Bolado. The Weed Wear collection is the expression of the brand’s lifestyle, and now we want our consumers to use the pieces as a way of reaffirming their freedom of expression with style”, says Fabricio Penafiel, Bem Bolado’s marketing director.
In addition to the campaign film, the strategy includes the weekly release of videos with the stories of the artists who star in the project. Director João Wainer signs the films.
