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NORTH ANDOVER, Mass. – February 5, 2009 – Converse and partner John Varvatos today announce the launch of a new series of “Get Chucked” advertising, focusing on the spring 2009 Converse by John Varvatos fashion line-up and the company’s premium men’s and women’s apparel and footwear collections. Set in a downtown artists loft space, this season’s campaign highlights the brand’s “Get Chucked” attitude, calling on an explosive artistic synergy when like-minded individuals come together to express their unique ideas This season’s campaign also marks the “Get Chucked” debut of Sarah Ruba, top model and founding member of the electro-soul band New Look. “This campaign is about characters and their personalities. Converse has always been about expressing yourself, and we have fully embraced that ideal here. Our latest ‘Get Chucked’ series goes to the heart of both brands,” said John Varvatos. “We’re inspired by art, music and collaboration, and this campaign directly reflects the idealism of the ‘downtown’ loft mood be it Manhattan, London or Tokyo.” Fashion photographer Keiron O’Connor captures a mood of optimism and youthful irreverence, resulting in a series of images that incorporate an evolved design aesthetic reflecting the creative environment of an artist. Yard, the creative agency behind the campaign, collaborated with O’Connor, John Varvatos and Converse to create this modern graphic execution. The campaign incorporates projected images in the signature “Get Chucked” red over black and white imagery, combined with other music-influenced textures. A worn duct taped logo evokes the classic punk rock art flyers and posters that plastered the walls of downtown bars and clubs where true originals socialized and jointly conspired to inspire. “The stylistic evolution of the campaign nods to Converse’s punk/street sensibility, while maintaining the designer aesthetic of John Varvatos,” says Stephen Niedzwiecki, founder and creative director of YARD. “We’ve used musical and artistic textures in this way to reinforce that music runs deep through the veins of this brand.” Integrating her real life talent and love of music with the artistic energy showcased in the current campaign, Sarah Ruba proved to be the perfect fit. Ruba and her husband Adam Pavao conceived Brooklyn based New Look in November 2005, and were recently featured in a two-page spread in Dazed & Confused, Volume II #68. New Look’s debut electro-soul album is scheduled to be released in March 2009, on the heels of the Converse campaign launch. The print campaign will appear beginning in February in international and national publications including Dazed & Confused, Details, Elle, GQ, i-D, Interview, Nylon, Out, Paper, T: New York Times Magazine, Visionaire, V Man, Vogue and Wonderland and beginning in mid-February on digital sites such as Daily Candy, FashionWeekDaily.com, Men.Style.com, NYMag.com, NYTimes.com, Papermag.com, Refinery29.com and Style.com, to name a few. Out of home advertising will break in February also and includes dedicated wild postings, storefronts, newsstands and bus shelter coverage in New York City locations, including key bonus shelter locations in the outer boroughs. With a decidedly rock ‘n roll edge, the Spring 2009 men’s and women’s collections offer a range of high-end vintage inspired knits, tops, graphic tees, dresses, sweaters, tailored jackets, denim, woven bottoms, leathers and outerwear pieces driven by new color palettes and inventive clothing combinations. Items will be available at high-end department and specialty stores in early February 2009. For Spring 2009, Converse by John Varvatos continues to expand its premium footwear offering with the launch of new and inventive styles that work effortlessly back to the apparel collection. The CVO Wingtip Slip and Loose Fit Slip shoes are new styles serving up fresh fashion. The Chuck Taylor All Star® Bosey Boot will be issued in a second installment this season in signature painted-canvas styles, while the Chuck Taylor All Star shoe will be offered in stand-out metallic silver high-top and slip versions. All styles will be available nationwide at specialty retailers, department stores and online at www.converse.com beginning in February.
Contact: Melissa GarbayoCompany: Converse, Inc.Email: melissa.garbayo@converse.com
Contact: Matthew KnellerCompany: Converse, Inc.Email: matthew.kneller@converse.com
Company: Converse, Inc.
