The luxury of cotton. The spirit of the gentleman.
For the launch of Raymond Supima shirts and polos, we created a campaign that went beyond fabric - drawing a powerful parallel between the world’s finest cotton and the values of the finest men.
Supima, known as the Cashmere of Cotton, is rare, stronger, softer, and more breathable than regular cotton. The challenge was to ensure it launched not just as Supima, but as Raymond Supima - rooted firmly in the brand’s legacy of The Complete Man.
By aligning Supima’s strength, softness, and enduring quality with the character of the Raymond man, the campaign positioned the fabric as an extension of the brand’s philosophy. The result was a refined visual and verbal narrative that brought together American craftsmanship and Raymond’s timeless values - making Raymond Supima a category-defining launch.
