Reishi NEW YORK Fashion Week LAUNCH
Leather has been a fashion staple for centuries. So has its environmental impact. As a material, animal leather’s carbon footprint is immense, and culture’s demand for it is even greater.
We set out to change that in 2019, when we teamed up with MyCoWorks to help them launch REISHI, the first premium plant-based leather alternative.
To support the MyCoWorks/REISHI team, Young Hero led the design and fabrication of a physical experience housed in the heart of NYC’s fashion capital neighborhood of Soho. This Elizabeth Street showroom allowed press and key fashion players to come, touch and immerse themselves in the production and positive environmental benefits of the new leather alternative.
The Experience
& Young Hero’s Role
Amplified by
Young Hero Creators
In addition to press and fashion editors from the likes of Vogue, we invited the Young Hero creator network to attend the launch party, tour the space and learn about the brand. With the knowledge of this new innovative product under their (animal leather-free) belts, the team was able to share the news and educate their own communities on social media.
Services
Creative Direction, Art Direction, Experiential Design & Production, Talent Curation, Press Strategy,
YH Photographer, YH Director, Social Launch Assets, Video Production, Post Production