Gascoigne's "New Nostalgia": Jack Collins on Release Experiences, British Heritage and a Move to Milan
Gascoigne, a brand based in London and established by Jack Collins, is crafting a release strategy that intertwines product, location, and experience into a unified narrative. Collins expresses, "Release experiences = moments. Moments = memories. Memories = feeling." The brand chooses distinctive venues, incorporating surprising elements. Inspired by Collins's roots in East London and the British culture of the 1990s and 2000s, the inaugural campaign showcases a classic London snooker hall. Collins highlights the importance of contrast to spark curiosity: "Contrast = questions. Questions = intrigue. Intrigue = feeling." The approach includes smaller, experience-linked releases and exclusive products, aiming to build connections with people and places. Gascoigne also intends to venture into Milan, focusing on cultural heritage and creating lasting experiences rather than mere entertainment.
Fatti principali
- Gascoigne is a London-based brand founded and directed by Jack Collins
- The brand is developing a new release strategy linking product, place and experience
- Collins's guiding formula is "Release experiences = moments. Moments = memories. Memories = feeling"
- The first campaign under the new strategy is set in a traditional London snooker hall
- Gascoigne was born in East London and draws on British culture of the 1990s and 2000s
- Collins describes the approach as a "new nostalgia" and says "Context provides clarity but can destroy mystery"
- The strategy involves smaller releases, each with an experience and a limited number of new products
- Collins is looking to Milan as the next territory, seeking ties with shops, stylists and creatives
- Collins says "Italy have a deep deep love for heritage", citing Italian attention to art and detail
Entità
Artisti
- Jack Collins
- Aryz
- Francesco Faraci
- Asher Levine
Istituzioni
- Gascoigne
- Westwing
- Crosby Studios
- Wu-Tang Clan
- Clarks
- Moncler
- Stüssy
- Bottega Veneta
- Arc'teryx
- BEAMS
- KEEN
- Dr. Martens
- Collater.al
Luoghi
- London
- United Kingdom
- East London
- Milan
- Italy
- Palermo