BUTTON UP: Los Angeles-based apparel brand Johnnie-O will launch a web-based initiative on Sunday to boost its “tweener” button, which is hidden in between the second and third buttons to give men more options. Dubbed the Tweener Invitational, it’s a call-out from preppy brand founder John O’Donnell, brother of “NCIS: Los Angeles” actor Chris O’Donnell, for customers to share their Tweener stories via online video submissions.

“Johnnie-O is still a smaller brand in terms of awareness, so we think that this might be a fun way to generate awareness and customer involvement. We want to know how the Tweener button has saved you or gotten you out of a dilemma,” he said.

Fans can submit videos between 10 and 30 seconds long on the brand’s website before Oct. 19, after which the public will vote from a group of finalists. One winner, announced Oct. 28, will receive a trip for two to Santa Monica, California, where he and a friend will visit the Johnnie-O headquarters for a $500 shopping spree.

“We’re trying to take ownership as the brand that brought a little top-spin and functionality to the basic button-down shirt,” O’Donnell said. “I always want to try to come up with something that’s one of those ‘aha’ ideas.”

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