Corteiz Launches New Range of Jackets With An Unconventional Spot

Feb. 03, 2022

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" 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. 

Walid Labri, Director, comments:

"Myself and Clint [Founder, Corteiz] are always bouncing ideas off each other and we wanted to come up with an engaging way to introduce this jacket to people. The Great BOLO Exchange came from many conversations following up with what Corteiz does as a brand. I wanted to make a point of doing something different here and wanted to make a film that I would like to watch. Hopefully it speaks to my peers and fans of the brand."

 

Javier Alejandro, Co-Founder of NOIR, adds:

"Walid Labri is a marketing genius and a spicy director, Just send him your briefs already..."

 

Barny Wright, Managing Director at No.8 says:

"It was great working with Walid and the team at NOIR, whenever they give us a call you know it’s going to be a really fun project! Walid is a really creative and collaborative guy so it’s a dream from a VFX point of view, he knows what he wants but also loves bouncing ideas around. We are really happy with how the film came out and really proud to have been involved!"