Men’s luxury basics label Patrick Assaraf has selected NKPR as its North American public relations agency as the fashion brand expands and launches online ecommerce.
NKPR will handle media relations and help the brand develop a strategy for retail partnerships. These include Harry Rosen and Saks, which will carry the brand starting next spring.
The agency will also provide Patrick Assaraf, which is named after its designer and founder, with strategic counsel, influencer outreach and event management support.
“We’re looking at developing a more strategic retail footprint with them,” says NKPR president Natasha Koifman.
NKPR won the account after it obtained the Line knitwear business, a brand Assaraf is invested in, says Koifman. “[Assaraf] liked our thinking and we had a great meeting of the minds.”
Patrick Assaraf did not previously do PR. In the past five years it has sold $15 million retail worth of T-shirts, says Koifman.
“It’s an incredible Canadian fashion retail story. I want to tell that story,” she says.
The line is also available at the Patrick Assaraf flagship store in Toronto, TNT, other luxury Canadian retailers and will soon be available at PatrickAssaraf.com.
