Reviving McGregor New York's brand heritage.

                                                  

“Before McGregor there were roughly two ways of dressing: office attire or workwear. But playing golf or manning the barbecue doesn't go well in a three-piece suit. After McGregor there was American Sportswear.”

Background

Founded in New York in 1921, McGregor is a true American original, the first American sportswear brand with almost a century-old heritage.

Over the decades, McGregor’s style has been characterised by laidback luxury with a touch of class. Timeless, fashionable, everyday essentials.

A market leader throughout the 50s, 60s and 70s (long before today’s mass brands were born), McGregor unfortunately had a tumultuous 2010s, which saw them close a number of stores and decrease their footprint.

Reviving McGregor New York's brand heritage.            

“Before McGregor there were roughly two ways of dressing: office attire or workwear. But playing golf or manning the barbecue doesn't go well in a three-piece suit. After McGregor there was American Sportswear.”

Background

Founded in New York in 1921, McGregor is a true American original, the first American sportswear brand with almosta century-old heritage.

Over the decades, McGregor’s style has been characterised by laidback luxury with a touch of class. Timeless, fashionable, everyday essentials.

A market leader throughout the 50s, 60s and 70s (long before today’s mass brands were born), McGregor unfortunately had a tumultuous 2010s, which saw them close a number of stores and decrease their footprint.

Reviving McGregor New York's brand heritage.       


“Before McGregor there were roughly two ways of dressing: office attire or workwear. But playing golf or manning the barbecue doesn't go well in a three-piece suit. After McGregor there was American Sportswear.”

Background

Founded in New York in 1921, McGregor is a true American original, the first American sportswear brand with almosta century-old heritage.

Over the decades, McGregor’s style has been characterised by laidback luxury with a touch of class. Timeless, fashionable, everyday essentials.

A market leader throughout the 50s, 60s and 70s (long before today’s mass brands were born), McGregor unfortunately had a tumultuous 2010s, which saw them close a number of stores and decrease their footprint.

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The Comeback & Our Task

In 2019 McGregor reinvented itself with 12 new stores in Belgium & Netherlands. For this new phase in the brand’s journey, we were tasked with creating a recognizable visual language for the in-store communication and social media.

Our approach was to establish the strong NYC narrative of the McGregor brand. To communicate the renewed McGregor brand we added visual cues to the content that reminded one of the brand's legacy, and a system that made the content look fresh and new. 

The Comeback & Our Task

In 2019 McGregor reinvented itself with 12 new stores in Belgium & Netherlands. For this new phase in the brand’s journey, we were tasked to create a recognizable visual language for the in-store communication and social media.

Our approach was to establish the strong NYC narrative of the McGregor brand. To communicate the renewed McGregor brand we created content and visual cues that were reminiscent of the brand's legacy, and a system that made the content look in keeping with the times. 

Result

Our new in-store content experience and the social media creatives were launched in early 2020. The recognisable cues we incorporated into McGregor's new visual language such as the iconic McGregor Tartan or the René-Gruau-inspired imagery, along with shot footage from the streets of New York strengthened the narrative of the brand’s origins and re-established McGregor as the pioneers of American Sportswear, albeit in a contemporary look.


Result

Our new in-store content experience and the social media creatives were launched in early 2020. The recognisable cues we incorporated into their new visual language such as the iconic McGregor Tartan or the René-Gruau-inspired imagery, along with shot footage from the streets of New York strengthened the narrative of the brand’s origins and re-established McGregor as the pioneers of American Sportswear, but in a younger, contemporary tone.


Result

Our new in-store content experience and the social media creatives were launched in early 2020. The recognisable cues we incorporated into their new visual language such as the iconic McGregor Tartan or the René-Gruau-inspired imagery, along with shot footage from the streets of New York strengthened the narrative of the brand’s origins and re-established McGregor as the pioneers of American Sportswear, but in a younger, contemporary tone.


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Social & Instore 

                                            

The overall approach for both social and in-store was to play on McGregor’s origin story and city.

By using local cinematographers we shot the streets of New York and created the quintessential New York atmosphere for the in-store content.

To take it a step further, the screens playing NYC content were placed to surround mannequins. This was our way of bringing a little bit of the New York inside every McGregor store – it was also a fun lighthearted touch – instead of going copy-heavy.

For social media, we refreshed the layout system based on the iconic and original McGregor Tartan, seen on the inside of McGregor’s classic & signature Drizzler jackets. The tartan acts as an identifier and a tool for layouts – instantly making the content recognizable and ownable.


Recognizable Elements

The original McGregor Tartan that is used on the inside of their classic & signature Drizzler jackets, is the foundation for the grid that makes the McGregor layout system.

The quinessential NewYork vibe, shot by local cinematographers, produced by Addikt

The shoot inspired by Rene-Gruau's stellar ads for McGregor from the 1950s.

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Shoot inspirated by René Gruau illustrations.

In the 1950s, McGregor was arguably the most popular American casual wear brand, having carved out the segment on its own at the time.

To advertise this new look to a traditional market, and to differentiate itself from other brands using flat cartoonish illustrations, McGregor commissioned one of the most talented fashion illustrators at the time, René Gruau.

 

Rene’s work in fashion illustration from his work before McGregor, changed the history of fashion illustrations as it has been up until that time. It certainly had a lasting impact on McGregor’s advertising.

Inspired by the Gruau-illustrated ad style, the shoot we produced for McGregor for their new collection bore similarity to the perspective and ‘effortlessly stylish’ mood.

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