COTTON ON
IF YOU DENIM YOU KNOW

Creative strategy / Concept Development / Copywriting

Denim went baggy and Gen Z collectively eye-rolled that older generations “didn’t get it”. The reality was they were experimenting with Cotton On denim but gatekeeping it. That was our way in. I developed ‘If You Denim You Know’ as the ultimate in-crowd signal, leaning into social proof and FOMO rather than inviting everyone in. It delivered Cotton On’s highest denim sales on record and shifted brand perception from value basics to fashion destination. A platform built to run for seasons.

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