FLANNELS

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Task

Now more than ever we’ve realised it doesn’t matter where you are it’s what you share, stand for and are inspired by.

Diversity is just as much about where you come from. For Flannels, we wanted to create a platform for those pushing culture forwards, to represent their city, in their way.

Approach

We created a campaign that enabled these cultural voices to curate their own creative teams from their network, to meaningfully engage with their communities. We collaborated closely with each team on the local production, pulling it all together to ensure a cohesive series.

We wanted to authentically celebrate the sounds and sights of their city and communicate their style story through their own unique lens to the FLANNELS audience.

We selected individuals, proud and passionate about representing their region and known for the personal style and influence in music from the North, Ireland, Midlands, and South West.

Output

A 10 episode multidiscipline content series, entitled 'AT FLANNELS' consisting of short form video profiles, portraits and interviews that stopped off in Nottingham, Manchester, Belfast, Leicester, and Glasgow.

The series featured Ramario Chevoy, Anz, Abnormal Sleepz, Gemma Bradley, Trillary Banks, and Jasper James across Flannels social and website http://stylenews.flannels.com/.

EPISODE 1: RAMARIO

First stop for #atFLANNELS was Nottingham - hometown of the dancer, stylist and model Ramario Chevoy who gave us a lesson in monochrome styling, and shared how his Caribbean heritage has impacted who he his.

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EPISODE 2: ANZ

In this episode we visited Manchester - stomping ground of DJ and producer Anz - sharing how her chosen city has impacted her style and sound, and her connection to long time fam NTS Radio and Soup Kitchen.

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Anz pic

EPISODE 3 & 5: ABNORMAL SLEEPZ

Born and raised in Moss Side; rapper, producer and songwriter Abnormal Sleepz gave us tips on how to dress for the unpredictable Manchester weather, and reminisced on how his message has developed since he was a kid spitting bars at school over an instrumental on a Sony Ericsson, and how he has his Dad to thank for this.

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EPISODE 4 & 6: GEMMA

Singer, songwriter and radio host Gemma Bradley is unafraid to be different. After moving to Belfast from the rural town of Draperstown, she found she could finally be her true authentic self. “I am a presenter, I am a musician, so when I’m wearing my clothes that is another extension of myself.”

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EPISODE 7: TRILLARY

Rapper, MC and musician Trillary Banks took us around her hometown of Leicester. Her Dad was a DJ who had ties with Aba-Shanti-I and played a lot of jungle, introducing her to heavy bass music from an early age. Like her sound, her style is multi-faceted - "I'm constantly evolving, there's never going to just be one 'Trillary'."

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EPISODE 8: JASPER

Last stop is Glasgow, the hometown of DJ and producer Jasper James He grew up around the nucleus of Glasgow’s house music scene, Subculture. Co-founded by his father DJ Harri, the night has been running for over 20 years, making it one of the longest-running resident club nights in the world. As a Glasweigan through and through, Jasper's record label Mitchell Street is named after a street in the city where he once lived with fellow DJ Jackmaster. Growing up in the club circuit has influenced his style to be more smart, usually opting for a nice jacket or coat as he says, "It's absolutely baltic here."

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EPISODE 9 & 10: GIFTING

As we reached the festive season, Trillary and Jasper showed us how they like to spoil their friends and fam, talking us through their traditions.

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