Australian denim brand Nobody Denim is making a name for itself as a strong supporter of science. The company recently ran a campaign incentivizing Australian residents to get vaccinated against Covid-19 in exchange for the opportunity to win a free pair of jeans.
On Aug. 6, it debuted “Nobody Gives a Jab” on Instagram, a program calling on followers to post a photo of their “freshly-jabbed, band-aid stamped arm” and include the tags @nobodydenim and #NobodyGivesAJab. The first 100 people to do so would earn a pair of jeans with the opportunity for personalization. Nobody Denim recently introduced an embroidery machine into its flagship store in Fitzroy, Melbourne, making the unique enhancements possible.
According to a company representative, the contest was an immediate success, with the team receiving “well over” 100 entries and now in the process of verifying claims to ensure all individuals have the appropriate vaccination records.
Though it may seem like a stretch to believe a free pair of jeans could be what it takes to move people to get a potentially life-saving vaccine, a number of businesses are doing their part to further distribution efforts. Australian beer company Hawkes Brewery, which launched “Slab for a Jab” and provided 250 vaccinated guests with a 30-pack of beer, was Nobody Denim’s muse for the project. The denim brand called out the beer company in its Instagram post and said it would join the brewery’s motion to help safeguard the country.
Through the program, Nobody Denim hopes to move the needle in vaccine progress, stating that as a brand with local manufacturing and laundry facilities, it’s especially invested in keeping the surrounding community alive and well.
“We want to keep the fashion and retail industry alive, we want to keep our wholesalers stocked, we want to see them thrive,” said Nobody Denim co-founder and chairman John Condilis. “We want to see our neighboring brands’ doors open and trading so together we’re bringing foot traffic to local areas. And the best way we can do that right now is by keeping our doors open and keeping everyone employed. We hope our ‘Nobody Gives a Jab’ campaign joins Australian businesses around the country trying to do their bit to encourage vaccination to increase exponentially in the coming weeks.”
Australia is increasing its restrictions, with Melbourne experiencing its sixth lockdown since the pandemic’s start and Sydney well into the seventh week of its latest lockdown. Despite this, Our World in Data records show that just 37 percent of the nation is either partially or fully vaccinated. Though the brand strongly encourages residents to get vaccinated, it also noted that “everyone should have the ability to make their own decision and is entitled to walk whichever road they choose without judgement,” and offered condolences for all affected by the pandemic.
Behind the scenes, Nobody Denim quickly pivoted to producing scrubs and masks at its manufacturing facilities at the start of the pandemic. Now, it is offering paid leave for any Nobody Denim employee who needs to take time off to get vaccinated.