Extolling the power of a PROPER shirt

The Challenge

The Challenge
Four shirts for £129 sounds like a compromise. The brief was to prove it isn't.

The Idea

Shirtupmanship

A single word that smuggles a dare into the menswear aisle, turning a properly tailored cotton shirt into a point of pride (and mild one-upmanship).

The Impact

The campaign ran across OOH and social media in London for six months, driving a significant sales uplift.