After being approached by a long time friend and performance apparel expert out of NYC with a problem that needed to be solved, Gary Lenett decided to launch the denim collections Dish and Duer for the rapidly growing athleisure demographic. Given Gary’s previous success as the founder of dish jeans and more than 25 years of experience working in the fashion industry, we saw an opportunity to leverage his entrepreneurial story to business press and host a media preview at the brand’s first pop-up in Vancouver for local lifestyle/fashion press.
Within two months, we secured 18 media hits and the coverage reached a total audience of 11M. Notable coverage included the Vancouver Sun, Business in Vancouver, Montecristo Magazine, Huffington Post and Vancity Buzz. We were re-engaged to support the launch of the flagship store on Hastings soon after.