Cortiez isn’t new to bending rules when it comes to marketing. They have been making noise this past year by organising surprise guerilla-style drops where they ask fans to find and bring specific items to qualify to buy their clothes.
Their most recent stunt, The Great Bolo Exchange, took this a step further. The brand asked fans to bring high value North Face, Moncler and Canada Goose puffer jackets to a surprise location in West London, to exchange them for Corteiz ‘Bolo’ puffers. They then went on to give the jackets brought by fans to charity. Corteiz’s founder, Clint, announced that £16,000 worth of coats from the exchange have now been given to St. Lawrence’s Larder – a charity dedicated to providing meals to the homeless. Despite not having the heritage, retail space or funds that North Face, Moncler or Canada Goose have, this proved that exclusivity and community is more important. Nobody can say Corteiz isn’t in the same bracket as North Face, Moncler or Canada Goose anymore, regardless of where it is stocked. To the fans, it obviously is.
Not only are Cortiez creating an amazing product, they’re building a community with clear brand values. No streetwear brand has done anything like this before and big brands should learn a thing or two about drop culture, D2C marketing and community building.
