In the early 2000’s, 7 For All Mankind made its mark as the first premium denim brand in the United States and revolutionized a category. The iconic brand is now on the cusp of its upcoming 20th anniversary, and today launched its “Remember Your First” campaign in partnership with their newly appointed creative agency of record, YARD NYC.
Through this campaign, 7 For All Mankind is reclaiming their position as a category leader by capturing the nostalgia their fans felt for their first pair of 7 For All Mankind jeans. The launch of “Remember Your First” kicks off a new campaign look, feel and tone that will culminate in a larger moment for the brand, launching in the Fall. The “Remember Your First” campaign infuses luxury and desire back into denim, things which have been lost in the commoditization of the category, and show how valuable a great pair of jeans is.
Suzanne Silverstein, President of 7 For All Mankind said, “Twenty years ago 7 For All Mankind created a new way of dressing, one that made denim appropriate for any occasion – work, play, evenings out. In 2020 we celebrate that heritage by reissuing the jean that we launched with, made modern with sustainable fabric and recycled hardware details, and with an advertising campaign that is nostalgic yet forward-looking.”
It’s always exciting to work with a brand that pioneered a category. They’re one of those unique brands that have the ability to invoke their heritage in a way that feels really modern.
Stephen Niedzwiecki, Chief Creative Officer at YARD NYC
Stephen Niedzwiecki, further states, “And as they gear up for their new spring campaign and 20th anniversary in the fall, it’s a big moment for 7 For All Mankind. We casted people who had strong connections to the brand like the iconic Carolyn Murphy who was an original brand fan. We’re excited to share the work, and are proud to be a part of this pivotal moment for the brand.”
Agency | YARD NYC
Creative Director | Stephen Niedzwiecki
Director/Photographer | Campbell Addy
Director of Photography | Julian Kapadia
Secondary Photographer | Lorenz Schmidl
Stylist | Andrew Mukamal
Media | PGR Media
Social | Beekman Social
Models | Carolyn Murphy, Cato Van Ee, Anais Mali, and Arthur Gosse
Brand Fans | Nausheen Shah, Adam Bartosheshky, Nasteha & Nuni Yusufs