Schott NYC: Feel The Roar
Brand Tone and Manifesto Strategy
Role
Brand Strategist/ Video Editor
Project Type
3 Weeks
Project Lenght
Solo
Summary
Staying relevant with modern consumers is no small task for any brand over 100 years old. The challenge for Schott, a premium heritage apparel brand, is even greater. With much of its audience now well into their 50s and 60s, Schott needed to reintroduce itself to today’s consumers in a way that’s bold, fresh, and true to its roots, highlighting their status as the go-to look for any aspiring rebel or punk rocker.
A manifesto is the perfect tool for the job—it creates a clear vision that bridges the past and present. It’s a rallying cry to inspire the brand and its fans, showing precisely what Schott stands for and why it remains a cultural icon in a fast-changing world.
Key Goals:
Elevate the Schott NYC Brand Through Modern Storytelling: Leverage Schott NYC’s heritage as a cornerstone of American fashion to create a manifesto that bridges its history as an American cultural icon with contemporary artistic trends. Highlight how the brand evolves while remaining authentic to its roots.
Position Schott NYC as a Symbol of Enduring Quality: Showcase Schott as more than a fashion label—position it as a cultural icon synonymous with craftsmanship, resilience, and style.
The Shcott Brand - Made for the Wild Ones
Schott NYC has been a staple of American style for over a century. The brand is known for its high-quality leather jackets worn by bikers and icons such as Marlon Brando, James Dean, and Jay-Z.
As a symbol of individuality and rebellion, the Schott brand has always been more than just a fashion statement. It’s a cultural declaration made for those seeking to forge their path in style.
The Roar of the Open Road
We are Schott - an inferno of leather and rebellion stitched together by the calloused hands that forged the American backbone. We dare to forge our own path, and we stand tall on the shoulders of those who came before us, Dean, Brando, and Kerouac, Those eternal icons who dared to dream big.
We ride the wild highways of America, our jackets flapping in the wind, symbols of our relentless quest for perfection.
Schott NYC is more than a brand; it's a battle cry, a declaration against the ordinary, the mundane, the commonplace. We carry the spirit of defiance and the legacy of rebellion in every cut, thread, and stitch.
Here's to the wild ones, the rebels, the renegades, the dreamers. Wear your jacket with pride, passion, and the untamed spirit of a thousand stampeding thoroughbreds.
We are Schott, and we are the roar of the open road, the unyielding force of the American Dream
The Manifesto Jacket
The funest aspect of making this manifesto was physically sewing it into the lining of my personal Schott perfecto jacket. The inside lining serves as a powerful reminder of Schott's ethos, creating a strong emotional bond between the jacket and the wearer.
