CFDA: Kenneth Cole has become an iconic, purpose-driven brand that fits the new way we live and work. The CFDA and its constituents have long admired and respected Kenneth, so much so that he is the recipient of the CFDA’s 1996 (Dom Pérignon) Humanitarian Award and 2017 (Swarovski) Award for Positive Change. For 40 years, Kenneth Cole has continued to stay relevant by leveraging his passion and unique brand platform to make a meaningful impact on people’s wardrobes as well as communities in need.
Obsessed with purposeful product and purpose through social impact, Kenneth Cole is launching the brand’s new positioning of “Always on Purpose.” This year, in recognition of his brand’s 40th Anniversary, the messaging will be “Kennthe Cole” To celebrate this major milestone, Kenneth’s team mined the brand’s vast archives to create a dynamic and engaging snapshot which captures the essence – and the uniquely witty, often provocative voice – of the man, as well as the evolution of the brand’s aesthetic and social impact. You can see the 90-second film here.
To promote the brand’s Spring 2023 offerings, Kenneth united two important campaign messages to highlight “Purpose in Product” and “Purpose in Social Impact.” The product campaign promotes key items for the season based on their comfort and performance tech and functionality. The donation-focused campaign includes the tag line “WE MAKE IT. BUT YOU MAKE IT MATTER” with the sub-message “When you shop, we donate to The Mental Health Coalition.” The models featured in the campaign were all cast because they have each faced a mental health challenge in their lives; short films about their personal journeys will be shared on Kenneth Cole social channels.
“We continue to make an impact with every purchase. When you shop on KennethCole.com and at Temporary by Kenneth Cole, we donate to The Mental Health Coalition – a life-changing movement working to end the devastating stigma surrounding mental health by changing the way people talk about, and care for, mental illness,” Cole said.
Knowing that purpose is infused in everything the brand does, Kenneth Cole is (also) launching a limited-edition VOICE WEAR capsule collection. This special drop features messages dedicated to bringing mental health to the forefront of the conversation, on the brand’s best-selling items: The Kam sneaker, a denim jacket, and The Renegade carry-on suitcase. The unisex denim jacket says, “Stand for Something or Step Aside,” and retails for $140. The Renegade suitcase says, “We All Have Baggage,” and retails for $250. The Kam sneaker says, “We All Walk in Different Shoes,” and retails for $160 (Men’s) and $130 (Women’s).
These products became available on March 1, exclusively on KennethCole.com and at Temporary by Kenneth Cole in NYC. Following this product drop, there will be Collaborations with Cause launching quarterly. 100 percent of the net proceeds from these 40th Anniversary collections will go to The Mental Health Coalition.