truth® "Gear" Meets Streetwear

WASHINGTON, Dec. 5,  2011 /PRNewswire-USNewswire/ -- The next phase of truth fashion will see bold designs and the prestige of one of the world's leading designers. Designer, artist and entrepreneur Jeff Staple is producing a limited edition, premium line for the truth youth smoking prevention campaign. The "truth1585 Collection" will be available in some of the nation's trendiest specialty boutiques.

The truth1585 Collection and an affiliated Web site extend the collection's philosophy. "truth is a powerful thing. The truth is unassailable. So we deal in facts. We attack misinformation head-on. And while lies are meant to serve the few, truth is owned by the many - smokers, non-smokers, teens, 20somethings - everyone. The fact is - no one likes being lied to," remarked Jeff Staple in clarifying his vision for the collection. "The way I see it, the truth1585 Collection aims to blow the lid off those who want to hold us in the dark.  truth1585 is not here to tell you what to do or what not to do. We're just here to give you the truth – the rest is up to you."

JEFF STAPLE COLLABORATION:

Staple Design, founded in New York City in 1997, features three main categories: a clothing collection, a creative agency and a retail store. Jeff Staple has worked on branding and product design with some of the world's leading retailers and companies, including Nike, Apple Computer, Sony Playstation, Timberland, and Versace. A limited edition pair of sneakers designed by Staple and produced in collaboration with Nike sparked a frenzy at Staple's New York store, Reed Space, with customers fighting to bring home a coveted pair. 

"Along with music and movies, fashion has always been a 'passion point' that teens identify with," said Eric Asche, Chief Marketing Officer of Legacy®, the national public health foundation that directs and funds the truth campaign. "Year to year, teens have a high interest in what great fashion items the truth campaign will next roll out – all the while providing our campaign with the opportunity to educate teens through fact integration with the designs. Having a world-class designer and committed change agent like Jeff Staple work alongside us is a terrific way to again pique teens' interest in the next great thing from truth, while extending our conversation with teens about tobacco and keeping that dialogue dynamic." 

For the truth partnership, Staple is working with eight boutiques and street culture stores located across the country in New York City, Boston, Detroit, Philadelphia, San Francisco and Washington, D.C. Staple collaborated with each of the stores to produce eight original t-shirts -- one for each boutique's unique clientele. Individual boutiques will use the gear items as promotional pieces and for giveaways.

For his boutique's contribution to the project, Arnaud Delecolle, the founding partner of the New York City boutique Alife, produced a photo t-shirt showing an abstracted photo of cigarettes and alcohol. Delecolle describes his creative inspiration: 

"You're almost delirious to go ahead and smoke. It's definitely not something that's driven by reason. Anyone in a reasonable state of mind, giving careful consideration to the proposition of smoking, to its impacts on the self, and the lies attached with it, would not do it. You'd have to be delirious."

truth1585 COLLECTION ELEMENTS:

GEAR:
The 1585 Collection features eight t-shirts. Some of the concepts from select designers include:

1. Alife, New York City - a photo t-shirt showing an abstracted photo of cigarettes and alcohol. In true truth gear fashion, the t-shirt features an educational fact, one that has not shown up prior in truth gear: "Nicotine is as addictive as heroin, cocaine and alcohol."
2. Reed Space, New York City – a t-shirt featuring an embroidery patch, and a visual play on the concept of teeth yellowed by smoking. The back of the T-shirt features a tagline reading "Everything that glitters ain't gold" – a ubiquitous term used in street culture. Both the Reed Space and Alife-designed shirts will feature a label on the side explaining more about truth1585 and its philosophy.
3. TRUE, San Francisco – A t-shirt featuring a recreated interpretation of the truth logo, with the word "true". The fact on the item reads "Tobacco products are the only product on the market that kills when used as intended."

WEB & INTERACTIVE ELEMENTS

truth1585.com – a new web site highlighting the premium gear line and serving as a portal for Jeff Staple's creative vision around this project. The truth1585 site will also be available on tablet computer and mobile platforms.

• 1585 - refers to the Pantone color for truth's signature orange color – a color used in truth branding through advertisements, traditional media, on tour, and online.
• Videos – truth1585.com will host a series of behind-the scenes videos with partner boutiques and designers speaking with Jeff Staple about their work and their reasons for committing to the project.
• Fashion Display – potential buyers or fans of truth's premium line can see images and photos of the items at the truth1585 site, and information on where to buy.
• Social networking – The main truth Web site – www.thetruth.com and affiliated homepages on sites like Facebook and YouTube will promote the premium gear line and drive followers to the truth1585 site.  

CAMPAIGN TIMING:
The truth1585 Collection will launch on Monday, December 5, just in time for the holiday shopping season. Gear will be available until supplies run out.

MEDIA BUY DETAILS:

Advertising elements related to the truth-Jeff Staple partnership will run on websites and online properties popular with teens and fashionistas, including:

• Hypebeast – an online magazine for fashion, design, arts and culture
• Complex Media – an online network reaching style-makers and trend-spreaders
• IndieClick – An exclusive publisher representation firm, reaching premium online properties that serve as premier online destinations form music, film/entertainment, culture, gaming and lifestyle communities. Sites include The Awl (a popular news and culture site); Tauntr (a sports entertainment site); Cool Material (a site covering the latest trends in style, home furnishings, media, gadgets and more); Prefix Mag (a daily read for music lovers); Cracked (the #1 comedy destination); and many more.
• Grooveshark – an on-demand and music discovery service that brings together music fans, bands, music labels and brands.
• Facebook - Advertising will also run on Facebook, which has 800 million active users.

Advertising will run from Monday, December 5, through New Year's Eve, Saturday, December 31.

truth BOUTIQUES:

The truth1585 Collection will be featured in select fashion-forward retailers across the country. Pricing information can be found at each retailer's website. Gear aficionados can find the truth premium line at the following shops and boutiques:

BACKGROUND:
For more than a decade, the truth youth smoking prevention campaign has produced iconic fashion items featuring facts, anecdotes and information about tobacco and the marketing tactics of the tobacco industry. Each summer, truth "gear" makes its mark at grassroots events across the country, where teens who participate in activities at the truth truck and zone can take home a t-shirt, bag, hats, glasses, socks or other novelty items. In 2009, select gear items went on-sale online at the truth apparel store – a microsite on thetruth.com. truth gear has also been swapped and sold on eBay, discussed in fashion blogs and tweets, and featured in more mainstream fashion media.

About the truth® campaign and Legacy
truth, launched in February 2000, is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth allows teens to make informed choices about tobacco use by giving them the facts about the industry and its products.

Legacy is dedicated to building a world where young people reject tobacco and anyone can quit. Located in Washington, D.C., the national public health organization helps Americans live longer, healthier lives. Legacy develops programs that address the health effects of tobacco use, especially among vulnerable populations disproportionately affected by the toll of tobacco, through grants, technical assistance and training, partnerships, youth activism, and counter-marketing and grassroots marketing campaigns. The foundation's programs include truth®, a national youth smoking prevention campaign that has been cited as having contributed to significant declines in youth smoking; EX®, an innovative public health program designed to speak to smokers in their own language and change the way they approach quitting; and research initiatives exploring the causes, consequences and approaches to reducing tobacco use. The American Legacy Foundation was created as a result of the November 1998 Master Settlement Agreement (MSA) reached between attorneys general from 46 states, five U.S. territories and the tobacco industry. Visit www.legacyforhealth.org.

SOURCE The truth Campaign