Concepts

Felted Birkenstocks, meet felted animation. In this project with Boston-born Concepts International, Hornet Director Andrea Love lends her iconic fiber aesthetic to the world of streetwear fashion. With interactive, in-store activations and Bavarian & Boston-inspired video vignettes, Andrea brings a folky wool vibe to the hip & high-end brand.

According to Andrea, "I love the idea that my folky wool aesthetic can live in Concepts' high-end streetwear world. The physical aspect of this project was really interesting because—even though I work with wool all the time—I’d never actually done a project where fiber & felt were actual parts of the product."

With Concepts releasing a new felt Birkenstock clog, the goal of the campaign was to simultaneously tap into the Bavarian roots of Birkenstock and the Bostonian roots of Concepts. Andrea responded with a couple of vignettes that beautifully capture the essence of each: a cozy cottage with a yule-log fire that evokes the heritage of German Christmas markets as well as a cityscape scene with dozens of felted clogs crossing over Boston's iconic Zakim Bunker Hill Bridge. Simple, subtle, and straight feel-good.