Montreal-based retailer Garage Clothing is giving away free denim to celebrate its 40th birthday, back to school season and the opening of several new stores in the U.S.
The Denim Tour kicked off at the CNE Sept. 5 and is making its way across New York, New Jersey and Connecticut for the next three weeks.
“We felt the final weekend of the CNE would be a good start for the tour,” says Deanna Boys, account coordinator at Intercept Group in Toronto, which created the tour in partnership with Garage.
The CNE event was promoted on Facebook, Instagram and Twitter and received 340,000 impressions on Instagram and Twitter from Sept. 4 to Sept. 8, she says.
At each stop, 300 pairs of super soft high waist jeggings are being given away to women. The jeggings, which retail for about $56, are Garage’s top seller, Boys says. Each pair of denim comes with a coupon for the recipient and a friend to receive 15% off their next Garage purchase, as well as a sticker to exchange the jeggings if they do not fit properly.
Most of the tour is taking place in the U.S. where Garage has opened more than 20 new stores this year, bringing the U.S. total to more than 70 locations.
The tour truck is staffed by Intercept employees and sports the tagline: “denim is what we do best.” Some of the Denim Tour stops include sanctioned events on campus, “while others are a bit more guerilla,” Boys says.
The Denim Tour also includes a contest in which recipients can post post a photo to Instagram – either with their denim, a selfie with the truck or posing with their friends — using the hashtags #iweargarage and #denimtour. Each entrant will be entered in a draw for a $500 Garage shopping spree.
Garage, which is part of Groupe Dynamite, has more than 230 stores in Canada, U.S. and Dubai.
