The Drum Awards for Marketing - Entry Deadline

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Date: Jul 2020
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Australia-based over-the-top platform Binge has team up with e-commerce platform The Iconic to create unisex loungewear while streaming shows at home during the Covid-19 lockdown.

The loungewear, called Inactivewear, aims to allow Binge’s users to watch shows on the platform with maximum comfort, according to The Iconic. It has been found that over half of Australians (57%) state they have streamed at least 20% more content while at home during lockdown.

“I’m delighted to help Binge launch Inactivewear - a range that will allow Australians to up their style-game, while they relax at home and binge on all their favourite content,” said Louise Crompton, the chief marketing officer at Binge.

“Binge speaks to the heart of what unturnoffable entertainment is all about. Escaping from the real world and indulging in an episode of a show you love, and another and another.

“And with one in two Australians telling us they love to binge content in loose, comfortable leisure wear, we were inspired to create our own line of luxe-loungewear to help Bingers stream over 10,000 hours of the world’s best shows and movies in style.

She added: “The range caters for all ‘Bingers’. From the ‘lounge room fashionistas’ and the ‘skinny jeans resisters,’ to the ‘invitation decliners’ and the ‘indulgent couch recliners’. Put on your Inactivewear, switch your phone to silent and escape with unturnoffable drama, reality, lifestyle, comedy, movies and more at your fingertips.”

Inactivewear will be made up of 19 individual pieces, including crew neck jumpers, hoodies, sweatshirts, tracksuit pants, shorts and socks.