The idea of the project was dual. First it is a way to embed the brand in its urban lifestyle. Then to establish a community thanks to its iconic sweatshirt with embroidery « surf in paris », by designing it with limited editions in various cities.
« surf in moscow », « surf in montreal », « surf in tokyo », « surf in new york », « surf in berlin », etc. More than 20 partner cities are joining the project in 2015.
To feed this community, each « surf in the cities » partner shop has chosen 2 ambassadors who give their tips about the city or the area. All these tips are gathered on Cuisse de Grenouille’s website in a world map which becomes a worldwide city map.
To be continued…