We made this book to promote the WeSC fall/winter collection. We wanted to attract the attention of a group that is very hard to reach: young urban people with a high sense of fashion and street culture. So we invented an underground movement called streethorsing, which is similar to skateboarding and its culture. We made a 200-page book about streethorsing and sent it to 500 'taste-makers' and magazines around the world. The book came in a leather box with a vintage horseshoe in gold. Its aim was to create a buzz about streethorsing – and it succeeded, provoking over 15,000 Google hits and numerous magazine articles. We also placed ads in magazines to promote the book and streethorsing itself.
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