How could we get people engaged and talking about Rapha's new jeans with a limited media budget.
Jeans become a part of you through wear - they stretch, tear, wear-out around you. So we positioned Rapha jeans as the antidote to the 'pre-distressed' denim prevalent in fashion today.
Wear your story
A celebration of the stories behind wear.
Upload shots of 'worn-in' Rapha clothing to their facebook page and tell the story behind it. Best stories win free jeans.
Hundreds of pictures of worn and torn Rapha products and stories have been uploaded to Rapha's facebook page to date. We'll report back with how the story develops.