KASTLFEL
Apparel made right
The clothes business has its fair share of dirty laundry. That’s what drove two apparel bigwigs out of an outdoor apparel brand to launch their own line, called Kastlfel. They believe it’s time people know how their clothes are made. The approach worked for food, with the “farm-to-table” movement. It worked for music, vis-à-vis American Idol. Even the relationship-making process got a show. (Ever heard of The Bachelor? Us neither.) And yet, noble as their calling was, this would be David versus Goliath. But we love long odds and an insurmountable challenge, so all we heard was, “Let’s do this.”
WHAT WE DID:
Purpose
Strategy
Logo
Identity
Messaging
Apparel
Environmental
Print
Advertising
Channel
Sales
Internal
“Don’t let it bring you down, it’s only castles turning, just find someone who’s turning, and you will come around.” Neil Young wasn’t thinking about launching an apparel company when he penned those lines, but they do make a helluva mission statement.
Whether they know it or not, American consumers vote every single day—with their wallets. It’s one message we use to try to get people to care about where their clothes come from. “Making things different” is another. And it’s working. The brand is taking off.
The world needs more brands like Kastlfel. Brands run by people who know there’s a better way—and who are willing to carve a path to it. There’s an easy way to do anything. But what we need is more companies willing to do things the right way. Kastlfel is one. We’re proud to support them.
