District 5ive The Last Time Tour Release
Objective: To educate fans on the history of my 90's inspired brand and give them one last capsule.
We had to take them back. As a lot of people that had followed the accounted, didn't know the origins.
BACKGROUND
District 5ive is a 90s-inspired streetwear label that I started back in 2013, as a way to pay homage to where I drew my inspirations from but also as a way to join the culture I was slowly becoming obsessed(in a positive way) with.
After my career took me around the world for work, D5 fell down the pecking order in my hierarchy. I occasionally posted content but regularly received emails and DM’s from my community all over the world, asking if there was going to be any more.
So, I decided why not and came up with The Last Time capsule.
If you are Australian, it’s more than likely you’ve heard of John Farnham’s never-ending, Last Time tour. If you are not Australian, he’s a national legend that I appreciate a lot more than anybody else in my age bracket. I decided this was a great cultural reference that also left doors open for District 5ive to live on.
Over the years, the follower count kept (slowly) creeping, so I knew there were a lot of followers who weren’t around in the beginning, so for this to be done well, I needed to educate the new followers and also remind the day ones, why I started this in the first place.
CLIENT
Personal brand,
District 5ive
EXECUTION
Due to the never-ending pandemic and lockdowns in Melbourne, I was limited on how we could shoot it. My original plan was to hire an iconic local music venue but this was quickly ruled out.
I knew this campaign needed to feel authentic to the 90s era.
Considering the social content I posted and also how influential pop culture was with this brand, I created a collage of the muses, which would then feature as the background for this release.
SERVICES
Creative Direction
Styling
Graphic Design
Art Direction
RESULT
The strategy to go back to square one and treat everybody like a new follower was not only successful in building engagement but also gained a lot of followers. The community which was already engaged, expanded and bought in even more. During the release period, my followers went up 20% and engagement rose by 30%.
The capsule sold out in less than two hours globally, and also created a pre-ordered waiting list for the next one - if there is one.
“What I loved the most about my District 5ive journey was that I created the brand for me and it was amazing to see how much District 5ive resonated with people. Over the past 6 years, I built a following and community who were always sharing content and extremely engaged. I believe the strength of this community is summed up by the fact the Last Time Tour Capsule, sold out within 2 hours.”
