Client: TREW Gear
Project: TREW Experimental Division Collection
Role: Marketing Director/Creative Director

In spring 2023, TREW launched a new sub-brand which we coined “The TREW Experimental Division”. This new business unit was to serve as TREW’s innovation incubator, providing a space to explore, create what has yet to be created, and push the boundaries of what is known and expected within the outdoors industry. This project included the naming of this new business entity, along with a fresh lockup, and brand guidelines.

This collection was anchored by the “Le Skieur” Anorak and a lightweight bib. Using these products as proof points, we were able to successfully drive awareness and sell through for the lightweight collection, and get the people excited about the newly created TREW Ex Div.

To showcase the lightweight nature of the collection, we incorporated it into an April Fools execution, which took off on tiktok and drove a great deal of engagement for the brand and the collection.