Case Study

Challenge / Objective

ONETrueSaxon, a menswear label under Pentland Brands, needed to transition from niche cult following to a broader, more commercially viable fashion brand. The challenge was to modernise the label’s identity and campaigns while retaining its authenticity and appeal to its loyal base.

Workstreams

• Developed refreshed brand positioning and creative direction.

• Launched integrated campaigns across print, retail, and digital channels.

• Built collaborations with lifestyle outlets to extend reach.

Results

• Increased retail uptake across new stockists.

• Strengthened brand recognition beyond niche markets.

• Improved sell-through rates of new collections.

Bottom Line

This relaunch modernised ONETrueSaxon while retaining its core appeal, showing how brand refreshes can expand commercial potential without losing authenticity.