“CHINATOWN LOVE SONGS”
COLLECTION + CAMPAIGN ︎︎︎
I’ll Call You Tomorrow (FW21)
A love letter to our local Chinatown, “Chinatown Love Songs” is a collaborative collection of apparel by I’ll Call You Tomorrow (ICYT) and Edmonton, AB Chinatown-based non-profit, ASSIST Community Services Centre. The capsule pays tribute to the neighbourhood while fundraising for much needed community infastructure. All of the profits from this project have been donated to ASSIST CSC.
A comprehensive 360 degree project encompassing our full service capabilities, our team was responsible for leading the project across: all brand/marketing strategy, product design and development, and launch content and activation production fronts.
PRODUCT:
The collection consisted of a graphic tee, a satin cap, and a souvenir styled heavyweight canvas tote bag. With the running theme of nostalgia - product details such as hidden cues to local landmarks, and fabric choices inspired by the vintage Starter jacket worn by Raeland’s grandfather are featured throughout.
STRATEGY:
To launch the collection, we photographed over 50 people from our extended community of entrepeneurs, artists, musicians and activists for a series of portraits using Chinatown’s old signage as a backdrop. This not only increased the reach of the project, but also created space to share stories & experiences relating to the neighbourhood.
ACTIVATION:
To maximize the impact of the release, we simulteanously activated on both digital and physical channels: launching online via the ICYT webstore, physical retail at our retail partner FOOSH, as well as hosted a launch party at our hospitality partner The Common on the same date.
Extending the storytelling experience of the project, we collaborated with our event venue to create a Chinese-style fried rice menu feature in ICYT branded packaging, which was served at the launch party.
PRESS:
The Chinatown Love Songs was a tent pole moment for the ICYT brand, garnering attention from Canadian and international press outlets, most notably GQ Magazine. It is also to this date - one of, if not the most successful community initiative for our non-profit partner ASSIST CSC.
The “Chinatown Love Songs” hat was also featured in GQ︎︎︎
Explore “Chinatown Love Songs” project in full here︎︎︎
COLLECTION + CAMPAIGN ︎︎︎
I’ll Call You Tomorrow (FW21)
A love letter to our local Chinatown, “Chinatown Love Songs” is a collaborative collection of apparel by I’ll Call You Tomorrow (ICYT) and Edmonton, AB Chinatown-based non-profit, ASSIST Community Services Centre. The capsule pays tribute to the neighbourhood while fundraising for much needed community infastructure. All of the profits from this project have been donated to ASSIST CSC.
A comprehensive 360 degree project encompassing our full service capabilities, our team was responsible for leading the project across: all brand/marketing strategy, product design and development, and launch content and activation production fronts.
PRODUCT:
The collection consisted of a graphic tee, a satin cap, and a souvenir styled heavyweight canvas tote bag. With the running theme of nostalgia - product details such as hidden cues to local landmarks, and fabric choices inspired by the vintage Starter jacket worn by Raeland’s grandfather are featured throughout.
STRATEGY:
To launch the collection, we photographed over 50 people from our extended community of entrepeneurs, artists, musicians and activists for a series of portraits using Chinatown’s old signage as a backdrop. This not only increased the reach of the project, but also created space to share stories & experiences relating to the neighbourhood.
ACTIVATION:
To maximize the impact of the release, we simulteanously activated on both digital and physical channels: launching online via the ICYT webstore, physical retail at our retail partner FOOSH, as well as hosted a launch party at our hospitality partner The Common on the same date.
Extending the storytelling experience of the project, we collaborated with our event venue to create a Chinese-style fried rice menu feature in ICYT branded packaging, which was served at the launch party.
PRESS:
The Chinatown Love Songs was a tent pole moment for the ICYT brand, garnering attention from Canadian and international press outlets, most notably GQ Magazine. It is also to this date - one of, if not the most successful community initiative for our non-profit partner ASSIST CSC.
The “Chinatown Love Songs” hat was also featured in GQ︎︎︎
Explore “Chinatown Love Songs” project in full here︎︎︎
SERVICES
COMPREHENSIVE
PRODUCT:
Apparel Design
Manufacturing
Sourcing
Graphic Design (Apparel Graphics)
STRATEGY:
Creative Direction
Art Direction
Content Production
Retail Strategy
ACTIVATION:
Event Production
Clients/Partners:
I’ll Call You Tomorrow (ICYT)
ASSIST Community Services Centre
Foosh (Retail Partner)
The Common (Hospitality Partner)
Industry:
Fashion + Retail
Non-Profits
ROLES
CREATIVE DIRECTOR,
Raeland Mendoza
APPAREL DESIGN,
Raeland Mendoza
EVENT PRODUCTION,
Raeland Mendoza
ADDITIONAL CREDITS:
Photography -
Chris Mercado
Styling -
Sade Medos
Special Thanks:
Chinatown Transformation Collaborative
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