- Brand Strategy
RELATIONSHIP / RESULTS
Planet has been working with Duluth Trading Company for 11 years, and creating work for the Women’s brand since 2013. What began as a $35 million division has grown to nearly $200 million in yearly revenue.
To build on the success of Duluth Trading Company’s men’s brand we took a different, but equally innovative, approach to Duluth Women’s. We needed to connect with hardworking women who craft, make, and rely on their own two hands to get the job done—off-the-clock or on. Whether they’re doing hands-on hobbies, or audaciously ambitious projects, Duluth’s innovative, tough workwear is up to the challenge.
Duluth’s inherent truth is “Poke Average in the Eye,” and their women’s wear is engineered for women who operate outside the mainstream. Our Wayforgers campaign for Duluth reflected the range of women who forge their own path: from potters to ranchers to tattoo artists to dirtbikers. Along the way, it won over the many wayforging women who were looking for a brand that understands who they are and provides the apparel they need for their iconoclastic pursuits.