Other Work

Fruit of the Loom

Sofpsun® is the first ever open-end yarn T-shirt developed exclusively by Fruit of the Loom and Chapter was tasked with launching the new range exclusively across trade press. This new material cleverly combines a softer material that's kinder on the environment and better for printing clarity. Our clear understanding of how important this unique blend was led to a campaign that really captured the breakthrough. Each execution was shot from above after painstakingly creating the imagery from rolled T-shirts and each T-shirt being a reference to the Sofspun® logo.