Socks & Sandals Month


The brief

Socks & Sandals month is always an important time for us at Proper. Unfortunately, not everyone knows that this momentous occasion is celebrated in May. We were approached by outdoor footwear experts, Keen to help create some ‘UNEEK’ content that would resonate with the audience of their new stockists, Oi Polloi and Outsiders Store.

How we did it

Keen used our expertise and understanding of their target audience to show a new side to the Portland-based brand. Together we created an insightful and informative video about our close friend, Pete Sakes, and the social taboo of wearing socks & sandals. Though difficult to watch in parts, Pete tells the ground-breaking story of how Keen changed his life forever, helping him realise his fashion faux pas was a thing of the past. The video was shared extensively online and helped the American brand secure listings with END Clothing. Alongside the video, we also produced a collection of lifestyle imagery for SS20 that was used by the likes of Garbstore and