Brand Central
BY DAVID LIPKE
June 02, 2008
Andrew Buckler is going for broke this summer.
The 38-year-old New York–based designer is investing over half a million dollars on his first-ever advertising campaign to help transform his growing label, Buckler, into a brand with greater resonance among fashion tastemakers and with more recognition among his core audience of trendy young men. The campaign will run in several issues of GQ and Flaunt this summer and fall, as well as the Canadian magazine Corduroy.
“It’s incredibly expensive, but we really needed to push the image of the company,” says Buckler, an expat Englishman who founded Buckler in 2001. “It’s a big stepping stone and real test for us. We started out with denim, but now we’ve added a bunch of other elements like tailoring, shoes and underwear. I didn’t set out to create a brand, but our name is becoming better known and I think we’re in the early stages of becoming a brand.” - DNR