Denim superstars, Michael Glasser (of Seven for All Mankind and Citizens of Humanity fame) and Joie Rucker (of the wildly successful Joie Jeans brand) introduced Rich & Skinny Denim in 2008, and opted to boldly re-define how to launch a brand into the highly cluttered denim market. Their mandate to iNDELIBLE was clear: Forget everything you know about e-commerce!
iNDELIBLE launched Lifestyles of the Rich & Skinny, a narrative-driven soap-opera depicting a decadent family and all their scandalous exploits, living out today’s Holy Trinity of sex, money, and power. Every part of the Rich & Skinny campaign was pushed to the limit, from a revolutionary ecommerce store to the salacious use of social media.
