Challenge

Introduce Canadian streetwear brand Interludex to the UAE market, creating cultural relevance and buzz in a competitive streetwear scene.

 

Approach

Executed a tightly integrated launch combining PR levers: press office, creator seeding, and a media partnership with Hypebeast. Developed a hero film and editorial photography to anchor the brand narrative. Conceptualized and produced the launch event to reflect Interludex’s streetwear identity. Delivered custom influencer gifting kits to drive organic social content.

 

Execution & imapct

• Event held on February 13 at Boom Battle Bar with 80 guests attending.

• Curated 20 gifting kits featuring a full outfit and a creative invite (flip phone with dress code to reflect the Y2K theme), generating notable unbox content.

• Hypebeast coverage: 24-hour featured advertorial (ME), Instagram in-feed post, Instagram story, dark in-feed post (GCC), and online article https://hypebeast.com/2025/3/interludex-apparel-dubai-based-iraqi-canadian-label-release-info.

• Organic influencer activity produced 219 social clippings, alongside one paid media partnership with Hypebeast.

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Results

• 80 attendees and 219 social content pieces.

• Amplified brand awareness in UAE streetwear and creative communities.

• Established Interludex as a credible, culturally relevant entrant in the region.