For the launch of the new product range AXE Black we decided to go for – understatement. In a world that is getting louder and louder by the minute, less is more. We were supported by German TV host Joko Winterscheidt and his clothing brand German Garment.
The idea: Nothing is more male understatement than a simple black T-shirt. We convinced Joko to create his very own interpretation of this timeless classic for his brand German Garment.
The shirt – a limited edition – was sold starting April 2015. It was presented to the public during a launch party that we brought to life together with the men’s fashion blog Dandy Diary.