Red Tettemer O’Connell + Partners launched a new documentary series for apparel brand Mitchell & Ness entitled “Gentlemen of Streetwear” to promote the company’s Hi Crown Fitted line of headwear.
Each video documents the streetwear scene through the eyes of insiders, as they describe their personal sense of style and what the term means to them. The first two videos follow the stories of Deon Point, general manager of Concepts in Boston (video above) and Complex senior editor Russ Bengtson.
While those heavily interested in street fashion may recognize these names, the videos won’t hold much interest for the casual viewer (RTO+P and Mitchell & Ness also released shorter “teaser” versions of the videos). This is especially true of Point’s video, in which he rambles on for nearly two minutes without really saying anything of substance. Bengtson keeps things more concise and a bit more interesting.
The Mitchell & Ness Hi Crown Fitted line hit select stores at the end of July and teasers for the “Gentlemen of Streetwear” appeared today on the brand’s social media outlets, along with a chance for fans to win a customized Hi Crown Fitted cap.
Agency: Red Tettemer O’Connell + Partners
Client: Mitchell & Ness Nostalgia Co.
Chief Creative Officer: Steve Red
ECD: Steve O’Connell
VP/Creative Directors: Todd Taylor, Ryan Scott
Copywriter: Tedd Wood
Art Directors: Matthew Gould-Lucht, Michelle Maben
Producers: Joe Mosca, Meg Dibley
Editors: Chip Schofield, Chris McGlynn
Production: Ben Consoli, BC Media Productions
Social Strategy: Annie Heckenberger, Bryne Hetznecker
Account Executives: Carla Mote, Susan Fortin Baraczek, Kim Trubey