How do you get guys to wear pink?
Well, first of all, how dare you! It’s almost 2019, friend. Get woke. It’s important. But really, the question is more like: how do you talk to guys about clothes in general, right? And one of the answers seems to be: don’t dumb it down, and treat the whole thing like friendly advice shared between peers. When we identified color as a connecting thread between transitioning menswear trends a few seasons ago (it was the tail end of #palewave, and then, the shift toward DayGlo maximalism, if you’re keeping score), we thought it wise to package seemingly disparate merchandising initiatives as a singular, unified idea: Color Theory. We rolled out the strategy over the course of a few months in a series of digital campaigns, with supporting content and imagery designed to place styling tips within their wider cultural context. This simple shift in positioning helped showcase product while establishing the UO Men’s brand as an authority in the space—a true win-win… in theory.
