We already knew Grand Avenue shop Wildfang was full of a bunch of badass girls, but their new campaign proves it in spades. Just rounding out their second year in operation, the former Nike/now tomboy champs Emma McIlroy and Julia Parsley created what’s arguably the best brand video of the year.
Using local agency Sockeye, and filming around Portland, the campaign follows actress Even Rachel Wood (Thirteen, Mildred Pierce, True Blood) as she goes about town coming across other tomboy loving icons like The Gossip’s Beth Ditto (!) and Kim Gordon from Sonic Youth (!!!!). It’s impossible to not smile as Wood directs a children’s play with a smart girl laying out the rules of dressing to choice.
Beyond creating the short film, Wildfang and Evan have collaborated to design an exclusive t-shirt that will raise funds for revolutionary charity Friends of the Children. The twenty-two-year-old charity focuses on breaking the cycle of poverty, by providing professional, full time and long-term mentors to more than 1,400 of the highest risk children across the US and UK, committing to each child from kindergarten through to graduation. The tees will retail at $40 and 100% of the profits will go direct to Friends of the Children.
Buy a shirt and toast the clever crew at their second anniversary bash on April 2. The party begins at Fort Wildfang with a storewide 15% off discount, free PBR and Union Wine, while DJ Natasha Kmeto spins before the whole crowd moves to the White Owl Social Club for a free concert Summer Cannibals. (Click here for details.)
And as you can tell from the campaign, these folks like to have fun.