Born over 75 years ago in dampest Manchester, last night saw the celebration of the identity and versatility of a truly i-Conic jacket in East London. Having been held in high regard by almost every British youth movement since it was first zipped up, Baracuta’s spring/summer 13 campaign will no doubt inspire the next generation’s love affair with the G9.
When? 28th February 2013.
Where? East Village, Shoreditch.
What? The launch of Baracuta’s Synonymous & Antonymous campaign for spring/summer 13 in partnership with Jocks&Nerds. With its rich heritage and association with music, movie, sporting figures and most importantly sub-cultures, Baracuta’s first campaign since being taken under the direction of WP Lavori in Corso, is a celebration of the the identity and versatility of its G9. From Hollywood to the Haçienda, the jacket has transcended social and cultural boundaries without compromise. Screens played the campaign film (look right), while the walls played host to the campaign images and the crowd enjoyed an open bar, toasted the i-Conic jacket and flicked through the latest issue of Jocks&Nerds.
Who? The campaign came to life as legendary DJ Norman Jay MBE took control of the decks, The Spitfires gave a live PA and fellow stars Tomas McGrath and Wayne Kirven played through to the early morning.
Text: Steve Salter
Images: Courtesy of Baracuta