Grailed
Subcultures of menswear have hit the dreaded mainstream in the past decade. That rare menswear label from Italy that you mold your entire identity around isn’t just yours anymore. It’s in the closets of millions around the world. Grailed, the largest online marketplace for men’s luxury fashion, shares responsibility for the newfound interest. As luxury menswear labels explode into our weekly rotations and algorithims, a problem is beginning to surface. Fresh faces to the menswear world just don’t know what their style is, or how to be confident in what they like to wear.
Grailed, therefore, is going to encourage consumers to find their fit by illustrating curated styles, or identities, that menswear buyers can choose from.
When near OOH billboards, passerby receive an AirDrop notification from Grailed.
After AirDrop is accepted, user receives one look of the advertised style available for purchase online + coordinates to an exclusive Grailed shopping experience fashioned in the style of a high-end Dry Cleaners. Shoppers can browse archive collections and purchase exclusive pieces sold by trusted and authenticated sellers from their respective city.
Pop-up shops will be located in all major U.S. cities.