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ARTY SHIRTS: Thomas Pink is showing its arty side for its spring advertising campaign. The U.K.-based shirt brand today will unveil a microsite called “Which Shirt Are You” designed to illustrate the fit differences of its classic, slim and super-slim fit shirts.
Pink has commissioned a series of short films focused on innovative individuals and their achievements and shows them wearing one of the company’s silhouettes. The first three films showcase musician Clement Marfo; Charles Morgan of Morgan Motor Co., and London artists Bompas & Parr. Additional films will follow in July and September.
This story first appeared in the April 7, 2014 issue of WWD. Subscribe Today.
At the same time, the microsite will encourage customers to share their shirt looks and shirt tales on the company’s social media channels. It will also feature daily content updates and editorial posts, as well as street photography of people wearing shirts.
“We wanted to celebrate the shirt — a simple item, but one which is both a uniform and an everyday armor,” said Florence Torrens, Thomas Pink’s creative director. “By creating the #WSAY campaign, we hope that we will encourage the great shirt-wearing public to share their shirt stories.”