Campaign: Rothy's "The Merino Collection"

Concept:
*Launch Year: 2020*

"The Merino Collection" by Rothy's is a campaign that was launched in 2020. It focuses on introducing and promoting a new line of sustainable and stylish footwear made from high-quality Merino wool. The campaign underscores Rothy's commitment to sustainability, innovation, and comfort in the world of fashion.

Key Details:

1. Sustainable Materials:
- "The Merino Collection" highlights Rothy's dedication to sustainability by featuring Merino wool as the primary material for its shoes. Merino wool is known for being renewable, biodegradable, and sourced from responsibly managed farms.

2. Comfort and Performance:
- Rothy's emphasizes that the Merino wool used in this collection is not only eco-friendly but also exceptionally comfortable and performance-driven. The campaign showcases the shoes' adaptability to different climates and activities.

3. Versatility in Design:
- The campaign demonstrates the versatility of Rothy's Merino Collection by featuring a range of styles, including flats, sneakers, and loafers. It emphasizes how these shoes can seamlessly transition from casual to formal occasions.

4. High-Quality Craftsmanship:
- Rothy's commitment to quality craftsmanship is a key aspect of the campaign. It highlights the meticulous process of crafting each pair of shoes, ensuring they are not only stylish but also durable and long-lasting.

5. Sustainability Storytelling:
- "The Merino Collection" tells the sustainability story behind the shoes, from the sourcing of Merino wool to the manufacturing process and the reduction of waste in production. This storytelling appeals to environmentally conscious consumers.

6. Fashion Meets Sustainability:
- Rothy's positions itself at the intersection of fashion and sustainability, challenging the notion that stylish footwear cannot also be eco-friendly. The campaign encourages consumers to make fashion choices that align with their values.

7. Consumer Engagement:
- To engage with consumers, Rothy's encourages user-generated content and customer testimonials. The campaign invites customers to share their experiences with the Merino Collection on social media, fostering a sense of community and authenticity.

8. Product Innovation:
- "The Merino Collection" is an example of Rothy's ongoing product innovation. The brand continually seeks ways to incorporate sustainable materials into its designs while maintaining high fashion standards.

In summary, Rothy's "The Merino Collection," launched in 2020, is a campaign that spotlights sustainability, comfort, and style. It introduces a line of footwear made from eco-friendly Merino wool, emphasizing versatility in design, craftsmanship, and the brand's commitment to sustainable fashion. By blending fashion with sustainability and engaging with consumers, Rothy's successfully communicates its unique position in the footwear industry as a brand that prioritizes both style and the environment.