SurfStitch launches "Ready for Everywhere" campaign, embracing new "reductive" brand identity

SurfStitch has unveiled a new brand position, identity, and summer campaign titled "Ready for Everywhere."

The brand, known for embodying the quintessential Australian coastal lifestyle, has repositioned itself to reflect its objective to offer styles that adapts to the life its customers lead across a broad range of categories including surf, snow, skate, outdoor, activewear and street style.

Sacha Laing, chief executive officer of Alquemie Group, remarked on the brand's evolution, stating, "Our new brand identity and campaign embraces the effortless transition of our customers between work, life and play. Curated with real life in mind, our products are not just fashion, but gear for living."

The campaign is lead by a nine week outdoor and transit commitment with JCDecaux. Additionally, a launch spot will air across connected TV and YouTube, accompanied by a series of activity across digital and social.

Luke Williams, creative director and head of marketing, spoke of the brand's confidence in a "reductive" identity evolution.

"With that refinement comes clarity, and in this case it takes the form of a new logo that reinforces the brand’s online presence, flexing in digital and animated formats as a tool to communicate the broad range of categories in which we play. 

“Paired back with a more elevated approach to imagery, our new visual identity marks the beginning of a new chapter for SurfStitch.”