The social network app Grindr and licensee Goodie Two Sleeves have launched an apparel collection with Spencer’s that takes the iconic app experience into a wardrobe.
Debuting May 18, the collection is exclusive to Spencer’s and designed to create an iconic, must-have moment at the intersection of queer culture and mall nostalgia. The accompanying campaign leans into the nostalgia of early 2000’s ‘mall rat’ culture and aesthetic, following a group of gay guys cruising through the mall. Shot onsite with food courts and escalators backdropping, with social content produced entirely on an iPhone 5.
The collection is a natural extension of what Grindr has always been: a cultural platform and lifestyle brand that lives where its community lives.
Spencer’s, with more than 650 stores across the U.S. and Canada, brings the Global Gayborhood somewhere new, your local mall.
The assortment includes graphic tees, hoodies, and accessories, from Daddy of the Year to Hole, Pole and so much more.
Grindr will support the launch with integrated marketing, original content, and in-app engagement across its global community of millions of active users.