Giordano’s new slogan, World Without Strangers, has been adopted across its t-shirt range, aiming to issue a message of friendship from anyone wearing the shirts.
The campaign, which was first launched in South Asia, has become a huge hit in markets where Giordano operates, and the brand has now launched the range in the region.
Ishwar Chugani, Executive Director for Giordano Middle East, said: “We felt it was time to get back to basics. The t-shirt is a powerful medium, as fashion trends have shown, logo and message t-shirts sell well around the world and we wanted our new range to offer a positive message to those that see people wearing them. The statement is bold, yet friendly, and when you consider the multicultural society here in the Arab world, we thought that the message could be well relayed here.”
The t-shirts come in a variety of colours and designs, but the message remains the same. In addition to the shirts, Giordano has created a line of rubber wristbands to accompany the shirts, which further reinforce the World Without Strangers theme, through words like: Strength, Explore, Listen, Believe, Imagine and Accept.
Chugani continued; “the words are designed to be personal watchwords, such as ‘have strength in your convictions’, or ‘explore the world around you’, almost reminders to live outside the box and experience the variety of life.”
“Giordano will implement new designs for the shirts in the coming seasons. The shirts are a sign of solidarity for fellow humans, spreading a message of peace, acceptance and open-mindedness, which is something we can all use from time to time,” Chugani concluded.
