UK outdoor brand Berghaus is looking back as it looks forward with its Dean Street collection, one that pays homage to its original birthplace of Newcastle.
The unisex collection celebrates the brand’s heritage and explores its archives back to the 1980s. The collection is promoted with a series of ads showing off the jackets, fleeces, bags and shirts in all their vivid color with an attitudinal throwback style to the rave scenes of the 90s, Britpop and terrace culture.
The copy states: “Dean Street, Newcastle. Where it started. Mountains were never the same again. The streets neither. Inspired by the Berghaus archive, we’re bringing you some of our most iconic pieces, remixed for today. Original then, original now.”
Pentland Brands’ internal creative agency PCA led the creative for the Dean Street activation across retail and online. The campaign photography was shot in Newcastle by photographer Rosie Matheson.
For its bold, throwback attitude, The Drum’s readers voted it the Creative Work of the Week.
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