DL 1961: Stretch Technology

In a crowded and flashy market of jean ads, DL1961 aims to be a little different. They’ve done so with print created by Fathom Communications New York and OOH that highlights a clear product benefit - DL 1961's denim fabric won't sag or bag or lose shape because it's manufactured with unique stretch technology.

The cheeky ad copy uses a tone that speaks to the brand's target audience, which knows that looking and feeling great is hard work. Taglines include: "Shop 'til you find the only jeans that don't drop"; "Turn the changing room into the fitting room" and "You don’t have to stretch yourself thin to find jeans that don’t stretch out."