Retailer SurfStitch has launched quarterly newspaper, Post, and unveiled a new brand campaign: The Common Thread Between Us.
Post is a new printed joint venture between SurfStitch and men’s lifestyle publication Stab and offers a mix of fashion, surf, travel, culture, lifestyle and apparel content within a matte A4 format including hover-to-shop functionality.
Jevon Le Roux, managing director, SurfStitch said: “Print may seem like an unusual choice of medium for SurfStitch as one of Australia’s biggest online retailers, but therein lies the point.
“Post complements the rapid delivery offered by our mega digital footprint, with a tangible face and longevity for deeper commentary. It’s been a true collaborative process between the team at SurfStitch and Stab with a strong emphasis on both style and storytelling.”
The 40-page Summer 19/20 edition has an initial print run of 200,000 with FSC approved printing on 95% recycled paper with vegetable dye ink.
Dane Patterson, general manager, brand and e-commerce, SurfStitch, said the launch of the Post was a play to extend the reach of the brand: “The Post’s physical format offers a premium format to connect with our audience, integrating long-form narrative, strong visuals and typography.
“It’s been fun to produce a piece of print content which can live on someone’s coffee table however we also wanted to ensure the link to our digital platform was seamless. This is enabled by the use of hover-to-shop functionality, linking customers straight to the curated product featured on the paper in front of them.”
The first quarterly issue will be distributed until January 2020.
Stab’s Tom Bird added: “We’ve had a long relationship with the SurfStitch team and understand the nuisances of the brand and audience. Together we have produced a unique blend of content that reflects the breadth and diversity of the customer base whilst retaining the authentic tone and ‘Saturday state of mind’ the SurfStitch community loves.”
SurfStitch has also unveiled its new brand campaign: The Common Thread Between Us. Produced by creative agency Verb Syndicate, the campaign showcases people wearing SurfStitch products they love, curated and shot by them.
The campaign will be executed across outdoor media and digital.