He sums it up at 2:26 into the video “We don’t want people to buy our products because they see someone famous wearing them, we want people to buy our jeans because they are the best.” What a statement from a visionary owner of a company.
Also a great quote that stuck out in my mind: “We put boobies on our logo”.
I don’t mind spending double the amount of money on jeans if I can support a company like this. A Canadian company trying to be very different in a saturated denim market, they are unlike any jeans I have ever seen.
Before you jump on the marketing and advertising brand-wagon, determine if your product is remarkable. If not, maybe it’s time to go back to the drawing board.