Ben Sherman - essential fashion wear for mods and skinheads
everywhere in the 60s and 70s - is making a comeback with its first
major branding campaign in more than 20 years.
Sales of Ben Sherman shirts have already begun to rise on a tide of
nostalgia for the era with which they are associated, fuelled by the
success of Britpop bands such as Oasis and Blur and the current 70s
The campaign, which was created by Grey, is designed to give sales
further impetus, especially among ’regular types’ who do not respond
well to the glamour of conventional fashion advertising.
Ivor Jones, the copywriter, and his art director, Gary Woodward, used a
variety of people - from newspaper sellers to skinheads on the dole - to
illustrate the ads. The result is seven executions, each featuring a
picture of a tough-looking bloke in the shirt, coupled with an
One, for example, shows a black man in a Ben Sherman shirt and the line:
’A man should be judged by the colour of his shirt.’
Another, under the heading, ’fashion statement’, shows a skinhead doing
a V sign at the camera. A third shows the enraged face of a skinhead
beside the line: ’100% cotton. Comfort for even the most irritable
skins.’ Photography was by Jack Bankhead.
The pounds 1 million campaign, which breaks in the April issues of
titles such as Loaded, the Face and Attitude, will also hit poster sites
around Britain during April. The campaign is the first since Grey won
the business last year. Media was bought and planned through Grey’s
media dependant, MediaCom.