Through the deepest depths of the lockdown, three London-based trend and inventive trade sorts, Jordan Grant, Saam Zonoozi, and Jude Taylor, bought collectively and launched Cure des Garçons, a group of informal clothes that put pandemic memes on designer motifs. Six months later, their assortment of high-fashion, COVID-spoofing t-shirts, hoodies, hats and different objects have seen £250K in whole gross sales whereas they’ve grow to be one thing of a COVID mainstay on London streets.
“Saam and I had been up late working collectively one evening making an attempt to consider methods to be productive throughout lockdown,” says Grant. “An concept sparked that we may make and promote humorous clothes primarily based round COVID-19, elevate some a lot wanted cash for charity and have a meme web page to help all of it.”
Pushed by their information of social media advertising and marketing mixed with an altruistic need to lift finds for charity, Remedy des Garçons was born of an understanding of human conduct throughout this very particular second in time.
“We thought individuals can be house bored and buying on-line and this is able to be one of the simplest ways to tug these two behaviors collectively and create one thing productive whereas giving individuals high quality product and producing cash for charity,” Taylor explains.
Grant and Zonoozi bounced concepts forwards and backwards till they got here up with what can be the primary of their humorous designs and arrange an internet site and an Instagram web page, all throughout the course of 24 hours. Creating one thing that will spark curiosity on social media was a key a part of the inventive course of, each figuring out that sharing through digital platforms was the one approach this mission would have an opportunity at success.
“We needed the designs to be relatable and can be straightforward to share with your folks, so we primarily based them throughout pre-existing concepts, however tweaked them to be COVID associated,” Zonoozi says.
To begin, they used an Instagram web page created for the model to put up memes and designs whereas gifting clothes to associates and influencers to put up and drive pure engagement and curiosity. The trio finally enrolled the assistance of their buddy, Oliver Hooper, who took management of their paid social which resulted of their gross sales escalating quickly.
“We invested loads into paid social and located it to be very efficient. Saam and Jude stored feeding new content material to Ollie to push by Fb’s advert community and we stored up a strong take a look at and study mentality—always testing new content material in opposition to one another and nice tuning the content material for our viewers,” Grant says. “We shortly realized what sort of content material was driving visitors to the web site and in the end conversions, too.”
The co-founders are clearly not new to using social channels to promote product. Zonoozi, with former roles at LADbible and Burberry, is at the moment a Shopper Direct Sciences Senior Analyst at sportswear big, Nike, whereas Taylor is a Digital Artistic at Burberry specializing in social content material creation and advertising and marketing initiatives. Grant is a inventive guide who’s previously of Harper’s Bazaar Arabia and now focuses on digital advertising and marketing. All of them have been working nights alongside their full-time job to deliver Remedy des Garçons to life.
Such quick development doesn’t come with out hindrances. For one, they produced the gathering through the peak of lockdown when provide chains had been extremely affected, delivery was delayed, and security measures weren’t but put into place in warehouses and postal places of work.
“We’ve struggled loads with getting orders to some nations and with there being so many additional measures set in place to make sure a secure working atmosphere for the individuals working within the postal providers, the delivery instances had been naturally prolonged,” Taylor says.
There was additionally the problem of the manufacturers from whom they had been taking inspiration not taking kindly to using their likenesses. As Remedy des Garçons began taking off and getting increasingly more visibility, manufacturers took discover and one even filed a stop and desist order.
“We had been able to pack all of it in however out of nowhere a really pleasant e-mail got here from the CEO of the corporate who despatched the stop and desist. However we had been in a position to make amends and are available to an settlement on a technique to transfer ahead persevering with what we had been doing with a number of adjustments,” Taylor says.
The model operates as non-profit to remain to true to the reason for giving to charity and so they have targeted their donations on the World Well being Group’s COVID-19 Solidarity Response Fund. The founders are working carefully with the Charities Support Basis in UK to facilitate the transfers to the Fund and have to this point donated over £20K. They plan to proceed to donate on a quarterly foundation and can announce all donations through Remedy des Garçon’s instagram web page.
“This new way of life may be very totally different from what we’re all used to, however we’re remaining constructive and we’re making an attempt to painting this constructive message to our viewers by our content material and designs,” Grant says. “I believe individuals are partaking and buying with us, as a result of they will relate to this.”