STORY

Trendsetter since 2008

Alife & Kickin is the go-to brand for vegan, sustainable and fairly produced streetwear, and has been since 2008. The German fashion label stands not only for sporty-casual cuts, hip colors and ultra-soft fabrics, but also for resource-saving production, for which neither humans, animals nor the environment have to suffer. Alife & Kickins mission: to make the world (of fashion) a little better with small but conscious decisions and to make a positive contribution to the future of our planet. We think that’s great and in turn make it our mission to spread this message even further in the DACH market.

STRATEGY & CONCEPT

Back to the roots

Honest, pragmatic, inspiring and future-oriented: These are the real values of Alife & Kickin that have been exercised for years, and not just as a marketing strategy. Deeply anchored in their daily activities, the brand’s founders were initially unaware of the treasure it held. It takes a little push to expose this brand-inherent, inner drive of the streetwear brand within the framework of a brand positioning, to make it visible, and to build on it a communication strategy that reflects both attitude and consistency: With “Choose Life” and the “Alife & Kickin Family,” we created the basis of the newly defined brand image and a communicative platform with which we can stringently play out the brand’s self-image across all communication channels. The most important tool for this was the development of a brand story for product- and brand-specific proof: From the corporate history to the manufacturing process to the lived value system, this shows the brand as THE expert: for vegan, environmentally friendly and fairly produced fashion.

IMPLEMENTATION

Join the Alife & Kickin Family

From strategy development to content creation, theme setting and paid media collaborations to stylist & influencer sampling, Public Link handles all earned and paid media communications. To provide key media from consumer, lifestyle and trade press with enough fashion input and to put the brand on the editorial radar for the first time, we create comprehensive content pieces: in addition to the brand story that captures core values, we develop the “Conscious Fashion Book” as a Holy Grail, so to speak, which vividly shows how vegan, sustainable and fair-produced fashion works. Trend mailings on relevant occasions and collection launches, as well as an exclusive “soft box” press seeding, provides additional PR buzz throughout the year. With a large-scale paid media offensive, we also create season-independent awareness.

SPREAD THE WORD

“Green can be this cool: If you love urban style and casual silhouettes, this label should be on your fashion radar!” – GRAZIA