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Closed Targets At-Home Consumers with 24/7 Loungewear Collection

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Even denim brands that have a steadfast vision for a more sustainable future understand the impact loungewear is having on the way consumers are dressing during the pandemic.

German label Closed is the latest to step into the fray with a unisex collection of hoodies, tees and sweatpants called Closed 24/7 launching April 20. Made with organic cotton, the collection is described as “essentials for staying home in style” and centers around four key colors: black, gray, sage and lilac.

The “Closed 24/7” logo is used sparsely on the basics. The simple branding featured throughout the collection is a riff on “merch,” the streetwear sub-category that sprang into pre-pandemic popularity thanks in part to artists like Kanye West and Travis Scott throwing their designs into the mix.

Unisex sizes XXS-XL are available. The collection will also include socks, slides, tote bags and bucket hats. The collection’s retail price range is $30 for socks to $198 for hoodies.

For the campaign of the collection, Closed sent the garments and accessories to many collaborators, models and content creators around the globe with the prompt have “fun with the collection at home,” asking them to document their experience with selfies.

Though the collection is designed to feel good at home, Closed acknowledges that a full year of social distancing and lockdowns has put a strain on mental health. “With everything that’s going on at the moment, more people than usual feel alone and helpless,” the brand stated.

In an effort to support mental health organizations, Closed said it will donate 10 percent of the proceeds of the 24/7 collection to the German emotional support telephone line TelefronSeelsorge, a hotline that provides free, 24/7 anonymous support to individuals in need. In 2020 alone, the team took 1,278,000 calls, wrote 44,500 emails and chatted 33,500 times with people.

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