Montreal-based leather fashion retailer Rudsak has teamed up with singer/songwriter Emily Haines on a new design collaboration.
Haines, lead singer of the band Metric, is designing a limited-edition leather jacket for Rudsak. The piece will make its debut during Toronto’s World Mastercard Fashion Week in October, and will be sold in Rudsak stores in March 2016.
This is the first time Rudsak, which was founded in 1994, has collaborated with a musician. “The brand has always had music coursing through its veins and it’s always been a strong source of inspiration,” said VP of marketing Barbara Epstein, in an interview with Marketing.
She added that the brand has dabbled in music in various ways over the years, for example, by using musical props in photo shoots and having rock-and-roll memorabilia hung on the walls in stores.
“We wanted to bring it to a more experiential place where we could really engage our consumers on another level,” said Epstein. “It was about taking something that’s always been an undercurrent and bringing it more to the forefront.”
The partnership came together though Rise Branded Entertainment, a division of Universal Music Canada.
Epstein said Haines is “an awesome fit” for the Rudsak brand. “She embodies the brand very well. She’s feminine, she’s strong, she’s confident and she’s edgy.”
In September, Haines will work with Rudsak founder and head designer Evik Asatoorian on designing the new jacket, and it will go into production shortly after.
To kick off the collaboration, Rudsak is giving customers the chance to win one of four women’s “moto jackets” that have been customized by Haines. Only five are being produced (Haines is keeping one for herself.) The jackets will be showcased at four Rudsak locations in September (two in Montreal, one in Toronto and one in Calgary). Customers can enter the giveaway either in stores or through social media.
Rudsak is also working with Rise Branded Entertainment on creating content, including videos that document the collaboration. On social media, fans can follow the collaboration via #RockRudsak.
NKPR is handling public relations for Rudsak.
