Like its founder Joseph Haspel, the Haspel brand exudes confidence and Southern sophistication, with a twist of class and style -- and let us be the first to tell you, a true Haspel man knows a thing or two about class and style. From cocktails after work to strolling the streets with college buddies, Haspel clothing represents a blended lifestyle of professional practicality and youthful luxury. With its brand relaunch in 2014, Haspel was ready to make yet another stride since pioneering the seer-sucker suit: to connect with the emerging new generation of young men looking to make a statement with their style. So we tightened our ties, rolled up our sleeves and launched into action dressed to the nines.
Inspired by our thorough analysis of what it means to be a modern gentlemen, MESH's clever approach to social and digital media reinvigorated this classic brand and positioned Haspel as a lifestyle brand for today’s generation of aspiring cultural gentleman. With quick-witted ads and a social presence that gained rapid momentum through celebrity endorsements from stars like Jonah Hill, we generated authentic conversations that grew nationwide. One highlight of our social media strategy was our ambitious campaign to bring back classic -- promoting the return of National Seer Sucker Day and marching it all the way up to Capitol Hill.
With the spread of our social campaign, the United Stated Congress publicly celebrated National Seersucker Day, donning their Seersucker stripes in recognition of the reinstated national holiday. Within 5 months, our hard work had more than tripled Haspel's Facebook fanbase and accumulated over 6 million Twitter impressions during the month we launched #SeersuckerDay. Checkout the video above to see more of the exciting details from our work with this iconic brand.