Edition 94

In this week’s Our Take, a motorcycle brand is merging style with safety, we check out Keith Lee’s guide on what not to do when dealing with influencers, and a poignant campaign to raise awareness and funds for homeless veterans’ charity highlights a harsh reality that has been camouflaged for too long.

Revving for Road Safety

Source: Mo’cycle

Either bikers have found a new appreciation for squats and #legday or a new protective-wear product has just dropped… it’s the latter folks.

Safeguarding  those who have a fondness for the open road and the wind in their hair, airbag jeans is the new innovative design from Mo’cycle.

The inflatable trousers are much like parachutes and leap into action when triggered by sudden impact. The garments protect the lower part of the body from car accidents and when not active, they resemble a pair of regular jeans.

Not only stylish, the material behind the jeans, Armalith, is said to be stronger and lighter than steel and is the same fabric used in airbags for cars.

It’s a new take on safety for motorcyclists; the design is smart and is a massive leap from the current safety attire for bikers – plus  they are reusable and machine washable!

You’ll be the envy of all the other biker squads.

Conflicting Camouflage

Source: @Irishtimesnews

Charity organisation Óglaigh Náisiúnta na hÉireann (ONE) has launched a powerful campaign in collaboration with designer Orla Langan to raise awareness of homelessness amongst veterans after they have served in the Irish Defence Forces.

In a powerful stunt that caught the attention of the nation, a former Irish soldier sits in a shop window on Grafton Street wearing specifically designed camouflage streetwear. But this camouflage is not in the business of keeping things hidden.

Created for a campaign titled ‘Hope Couture’, the garment was designed drawing inspiration from locations where former soldiers have been found sleeping rough in Dublin city, a reality that many soldiers have faced after they leave the Defence Forces.

Bringing tech into the mix, the designs were enhanced with QR codes allowing anyone who comes into contact with the patterns to donate to the cause. 

Executed by agency DROGA5, it’s an incredibly poignant campaign, highlighting a harsh yet under reported reality, that following this campaign will be no longer be camouflaged. Read more about it here.

Compensation, not cookies 🍪

Source: @Keith_Lee125 TikTok

The Keith Lee x Cinnabon drama went viral this week on TikTok and is an excellent example of how NOT to work with influencers. Keith Lee, a Las Vegas-based former MMA fighter, has risen to TikTok fame for his candid food reviews, with some calling him the ‘small business saviour’; highlighting boutique businesses that need a pick-me-up to ensure they keep their business going.

After posting about his love for the new cookies from Cinnabon, Lee was sent a free batch of baked goods from the brand. Lee shared his gratitude online but the brand wanted more and requested Lee to keep making Cinnabon content because their revenue streams were rising.

Lee refused to do this for free and looked to get his agent involved to pursue a paid partnership… Cinnabon left him on read for two weeks.

Lee says that Cinnabon’s actions have caused big-name companies to reach out to send free products in exchange for posting.

“This is not that,” Lee firmly stated. “I will not be taken advantage of… Yes, I support small businesses, but they are trying to survive, not profit. The second you try to profit, you must pay [a] marketing fee… I know the power and influence just as much as you do.”

As traditional influencer marketing increasingly fatigues consumers, and #deinfluencing is on the rise, brands now need to be more conscious of who they engage with and how. Plus, it always helps not to be a d**k.

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