How do you help
this guy take it to
the next level?
Client
Discrete Clothing
In Brief
Discrete is lifestyle apparel company founded by a guy with one heck of a lifestyle: Julian Carr (as seen in the last five Warren Miller films or famously jumping off 200+ ft cliffs). Julian's iconic presence and savvy après attire have made Discrete a staple in the core pockets of the snow sports world. But how do you take it to the next level?
EXPRESSION OVER RECOGNITION
We helped Discrete amplify their voice through a brand platform focused on celebrating the explorer mindset. Discrete isn’t about a particular activity or demographic, it’s about how you see and engage with your world. It’s about curiosity, bravery and the willingness to go there knowing that no matter what the journey, you can find yourself. This focus on WHO the customer is, not on what they were wearing has set Discrete on a trajectory that rises above the lifestyle apparel crowd.
Power In Numbers
With the brand focus dialed, we began the process of developing the digital infrastructure needed to take Discrete's direct to consumer sales to the next level. We also set our sights on marketing partnerships that would help us grow our audience. With a concerted focus on creative collaboration, we launched the #PushPeaks campaign, onboarding new partners each week for monthly co-branded giveaways and contests that encouraged participants to get outside and tap into the wild side of themselves. The result was a friend-sharing system that helped us grow Discrete's qualified network into the millions and email marketing database by 10X in just over six months.
Working with Weld gave our brand direction and purpose. We would not have been able to make any noise in the crowded apparel space without their help.
"Working with Weld gave our brand direction and purpose. We would not have been able to make any noise in the crowded apparel space without their help. "
-Julian Carr, Founder - Discrete Clothing
Pushing Peaks Further
Building on the momentum and partnerships established during the #pushpeaks campaign. Julian and team established the Discrete Cirque Series. This one of kind trail running race puts mountain runners and general "life enthusiasts" to the task of race format peak bagging in some of North America's most iconic ski resorts. In its third year, this series' no gimmick format and maximal après has every venue sold out and is quickly amassing the support of a collective of some of the most innovative brands the mountains.
