Transforming a sustainable shoe brand into the epitome of modern luxury.
Rothy’s is best known for its sustainable women’s shoes. To launch its first luxury handbag collection — made from 100 percent recycled materials, T Brand Studio helped cement Rothy’s as a stylish brand that stands for something more.
T Brand developed “A New Kind of Statement Bag,” a unifying tagline that debuted in OOH and a full-page NYT print ad alongside a manifesto. Making a statement of our own, we declared that Rothy’s handbags aren’t status symbols, but rather symbols of our personal values.
Across digital and social media, we introduced Rothy’s chic bags and highlighted the collection’s use of sustainably sourced marine plastic.
We created an immersive, digital experience that spotlighted our Statement Makers: five smart, stylish, socially responsible women (sourced in collaboration with Rothy’s) each donning a different Rothy’s bag. Their bold, thoughtful statements, paired with custom photography, sound bites and long-form interviews, came to life in an unexpected horizontal-scroll format reminiscent of a high-end coffee table book or fashion magazine. The full campaign experience positioned Rothy’s as an authentic, prominent voice helping to redefine luxury — and it got people super excited about snagging a bag.