May 12, 2023

Fanclub appointed AOR by eco-conscious clothing brand Lucy & Yak


Adrian Ma

We're growing our roster of sustainable clients

Fanclub has added conscious clothing fashion brand, Lucy & Yak, to its growing sustainable client roster.

Lucy & Yak is a colourful, independent brand that is dedicated to creating fashion with a conscience; people and planet focused. The brand is best known for its brightly-coloured dungarees and boiler suits- beloved by its famously passionate community of fans- which are made to last with sustainable materials and kept in circulation for longer with the brand’s many recycling and upcycling initiatives. The cult-fan brand has graced the set of Sex Education and launched a collection with superstar fan, Ed Sheeran, last year.

With sustainability, inclusivity and empowerment at the heart of the brand, Lucy & Yak has chosen Fanclub to help spread its message and products to a wider audience - pushing awareness of a range of campaigns and initiatives during what is set to be a milestone year for the rapidly growing company.

As part of its work with Lucy & Yak, Fanclub will be providing press office support including influencer engagement, product launches, new store openings and thought leadership. The agency will also be helping the brand to develop and execute campaigns which raise awareness of the importance of accessible circularity, and diversity and inclusion, in fashion.

Paul Lucas, Partner at Fanclub said: “The fashion industry is much criticised for its wastefulness. When we were approached to support Lucy & Yak in its mission to tackle the growing environmental impact of textile waste, the team were falling over themselves to get involved. Lucy & Yak shares our values in creating positive social and environmental impact and we’re looking forward to playing our part in supporting inclusivity and sustainability in fashion. We believe that by working together, we can help the brand to reach a wider audience and encourage more people to make the right choices.”

Lucy Greenwood, Co-founder of Lucy and Yak, said: “Our mission is to prove that it's possible to create products which people enjoy whilst also being kind to the planet, and the people who make them. Authenticity is at the core of Lucy & Yak, so it’s great to be working with Fanclub who shares these values.’

The appointment by Lucy & Yak builds on Fanclub’s growing purpose-driven client base following a B Corp accreditation, which includes eco-effective brand, smol, Emma Sleep and musicMagpie.

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