The first day on the job, first assignment "Can you come up with some copy for this image? It's for a water repellent outerwear ad."
"Getting wet should be a choice - not an accident"
It just made sense to think; go jump in the water or go walk in the rain it's your choice.
A hit from the start, in 1990 I introduced the American market to the very first Microfiber Water-Repellent Outerwear
Had this company continued using the fabric and saw the merits of it, perhaps they could have gone onto being an actual BIG2DO. I was trying to put in bomber and other items, but they wanted it to be "Rainwear". I didn't have enough experience to talk them into expanding the SKU Plan at the time.
Lesson to learn: Being first to market means you have an advantage, but if you don't use it....?
"Beginning in 1992, with outerwear for men, Weatherproof® has flourished into a branded label with divisions catering to diverse lifestyles. Their president ,Freddy Stollmack, was a friend of my boss and after he saw my collection, he switched his original concept of 'raw heavyweight cotton canvas' to 'microfiber bomber jackets'. My 2 year lead was squashed and now the Weatherproof brand is synonymous with Microfiber and nearly became a household name.
Classic jean jacket, updated with a slower production detail of irregularly stitched shoulder yoke seam. Leather is a water-repellent lamb Nubuck, Genuine horn buttons gave it a higher quality and exclusive touch that was appreciated by Barney's NY and other select retailers.
Contrast stitched seams and undercollar on a Water-repellent Lamb Nubuck, Genuine Sterling Silver coated RIRI Zipper.
Reversible classic shrunken australian lamb baseball jacket styling with a luxurious microfiber with double row diamond quilting on the reverse side. Updated with a detachable collar that converts it to a bomber jacket from a baseball style.
I thought the concept of the water in the image and water repellent clothing was an odd contrast. The high contrast image also push me to see the contrast in our choices and we make every day.
Inspired by the artist Barbara Kruger, I felt this ironic image showed the freedom of choice in how one gets wet.
My copywriting got noticed:
The ad agency 'Ideas & Chaos' had some very eccentric ways to approach the marketing of this brand.
Photograph by Duane Michals.
Water-repellent, not so sure about ice cream though
Photo by: Duane Michals
