Corteiz: My BOLO

Production studio NOIR collaborates with creative sound and vision studio No.8 on the launch of a new range of BOLO Jackets from London-based streetwear brand, Corteiz. Directed by Walid Labri, the 60-second film titled ‘My BOLO’, follows a skinny kid walking along London streets, constantly getting approached by strangers for his new trending jacket. Reaching his boiling point, the boy transforms into a huge monster, which allows him to go about his day without being disturbed again. Playing off the British slang word ‘BOLO’, referring to someone that is big and strong, the minute-long film speaks to the teenage angst of owning the latest street-wear trends. To engage with the younger demographic and create an opportunity for those within the community to own this jacket, Corteiz and the director decided to introduce the product in an authentic and engaging way, by going beyond the often ‘safe’ boundaries of clothing advertising and speaking to peers and fans of the brand by tapping into real-life everyday scenarios. The launch of the BOLO jacket and its promotional film coincides with and celebrates the success of the Great BOLO Exchange - a new scheme from Corteiz which last week saw thousands of fans exchange any authentic branded jacket for Corteiz’s new ‘BOLO’ puffer jacket, free of charge. Generating mass hysteria online, thousands of supporters swapped in their pre-loved jackets in favour of owning the BOLO jacket. Aiming to highlight the disparity in representation between UK black owned businesses and larger-scale corporate brands, all the proceeds of the Great BOLO Exchange campaign were donated to charity. Director and photographer Walid Labri, who has previously worked with major clothing brands including Nike, Louis Vuitton, OVO and Stussy has a rich history of capturing urban spaces and the individuals that live within them. Having also directed London-based music videos for the likes of Big Zuu and Cityboymoe, he was the perfect choice to highlight Cortiez’s relationship with the capital and its clothing culture.