The experience brings to life the jeans brand's association with soundsystem music culture, by connecting its 501s line with bass culture in the UK.
Data from YouGov BrandIndex shows that awareness of Downy's advertisements in Indonesia rose by more than 10 percentage points.
The account was previously held by Dentsu X.
Six activists talk up jeans brand’s sustainability credentials.
The birth of the blue jean was celebrated across Asia with tailor-shop experiences and live performances.
Large brands maintain their dominance across all our retail subcategories, but fashion continues to be a battleground, with the likes of Penshoppe and Muji making waves.
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