Kut from the Kloth wants to connect with consumers on a personal level in its new campaign, “Heroes & Heritage.”
Instead of professional models, the women’s denim brand tapped five “pioneering women” to showcase its new Heritage Premium Denim collection.
“Kut from the Kloth has always been passionate about supporting women who are seeking their dreams,” said Jonathan Greenberg, president of the Los Angeles-based brand. “We wanted to celebrate these women by sharing this new video series and hope to encourage women to keep dreaming and to continue inspiring the next generation.”
The first set of videos follow inspirational women and their journeys of perseverance, the company said. The videos feature: Mika Leah, American Heart Association ambassador and Goomi Group founder; Crystal Egger, an Emmy-winning meteorologist and entrepreneur; Meg Haywood Sullivan, a photographer and environmentalist; Nascar champion and STEM advocate Julia Landauer; and Rachel Moore, a dive-master and adventurer.
Each video, produced by documentary filmmakers A Sunny Space, tells a real-life story of “triumph over extenuating circumstances, debuting the strength of every woman,” the brand says.
The Heritage Premium Denim collection, which the brand launched in Fall ’18, is sewn and washed in the U.S with eco-friendly laser washes. Jeans are crafted to capture the nostalgic look and authentic feel of vintage denim made from ultra-comfortable cotton blends. Styles include boot cut, skinny, slim and boyfriend jeans. Jeans retail for $108.
Kut from the Kloth joins a growing list of brands opting to use “real people” in their marketing efforts. In 2017, women’s denim brand NYDJ held a nationwide search to find a diverse group of women to feature in its promotional campaign. Meanwhile, American Eagle recently pledged to stop using models.