Pair of Thieves Case Study

Pair of Thieves

Gen Z men tend to think all socks and underwear are equal – but Pair of Thieves set out to change that with premium, stylishly-designed products featuring their unique “SWASS” (that’s anti-swamp ass) material. To stand out in an already-cluttered essential apparel space, and with legacy competitors outspending them at every turn, they needed a media strategy that was as disruptive as their brand to mitigate the spending gap and help grow their fandom.

Starting with Pair of Thieves’ fun brand messaging and assets developed by Partyland and internal teams, we developed a media campaign that made soon-to-be fans feel right at home during the summer months, meeting them where we knew they’d be, and delivering the right

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Watch: SWASS Free Summer

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