CHALLENGE:
Native enjoyed a strong following among a small group. Their products scored high on fit, value, performance and style. Unfortunately, consumers also associated Native with sports such as hiking, climbing and mountain biking, which were on the decline because of high gas prices and smaller vacation budgets. That’s when we spotted another trend to fill the void.
Sales catalogs constructed out of heavy-grade newsprint reflect materials strewn across the urban landscape. The catalog opens with a mantra that vocalizes the mind-set.
