Stay Loose 2013 Clothing Line

The 2013 Stay Loose clothing line launched in March of that year and included eight new t-shirts, two tank tops, three snapback hats and nine skatedecks.

The 2013 Collection

Photography

In 2013, the brand went heavy into the skate scene with Keegan Cumisky, who I’d meet the previous year, and another local skater named Joe Rom as the faces of the brand and the first members of the Stay Loose Skate Team. I set up a couple of shoots with them prior to the release to get some lifestyle images for the brand. Later on in the year, we added three more skaters to the team: Miko Toic, Bart Stepien and Zach Morrison.

Launch Announcement

We kicked off the launch with a sweepstakes for a chance to win a Stay Loose t-shirt, snapback and skatedeck. We gathered prospective customer email addresses which helped us build our email list. Each day for a week at the end of March we released a new piece of the collection on our website and social media. We interspersed our harder hitting sales posts with lifestyle images of the skate team wearing the new line.

Website Mix & Match

Once the collection was released, our website launched a new feature called Mix & Match where users could pair headware with bodyware on screen to find combinations that worked best for them.

Videos

Throughout the year we released a few skate videos, our core brand video was called “Summer 2013” (on left) and we released shorter, goofier videos like “Joe Rom is Injured” (Right) as additional content, continuing to get the Stay Loose brand out in front of our audience.

Festivals & Events

In our second year at Stay Loose our tabling game evolved and we hit up a couple of big time events including Van’s Warped Tour, Beerfields, Art in the Park and Nonstop Summer Party.

Art in the Park at Huntington, NY June 2013

Nonstop Summer Party in Amityville, NY August 2013

Van’s Warped Tour in Hempstead, NY July 2013