What We Witnessed Was Modern-Day Performance Art.
Cortiez founded in 2017, is a Black-Owned Streetwear Brand that makes everyday quality clothing. The premise of the brand is a connection to culture rather than clout. In the past, their PR campaigns have gained mass attraction by inviting youth to Soho for free t-shirts in exchange for travel cards, worldwide pop-ups in Lagos & Paris and a password-protected site - with only a few being granted access adding to the exclusivity and scarcity of the clothing. The story about to unfold is one of forward planning, anticipation, and excitement and gives insight into how £16,000 worth of jackets were donated to a homeless charity.
’Cortiez Rules The World ’CRTZ RTW’
On January 22, 2022, Corteiz announced via social media that at 3 pm on the following day, 'Da Great Bolo Exchange' would commence.
Precise location?
Unknown to the public until 15 minutes before the drop.
An abstract transaction and complex analogy; 50 Exclusive Cortiez 'Bolo's were up for grabs the deal was; a puffer jacket from a rival brand must be given up.
Scripted in November
Actualised 2 months later,
executed with intent.
The message was clear, you had to be there.
@clint419 via instagram stories
"The purpose of showing the images is, in the end, interrogative. The images are designed to make us ask questions.
What do the images tell us about the black experience?
When do black communities emerge and why do they awaken such hostility?
How does a visible, identifiable and distinctive black identity arise?"
- Stuart Hall, Black in Britain: A Photographic History
Corteiz made a statement about modernity, power and status.
The events that occurred went viral
The stunt reached international publications.
Amongst a myriad of opinions and perspectives, one Twitter user voiced
"CRTZ Marketing strategy is so unique and effective there are going to be documentaries about it in years to come"
Clint.
