As much as I look forward to seeing the various introductions during Watches & Wonders, nothing can top a good April Fools release! My favourite releases are the ones that are almost believable, but the more you think about it the more ludicrous the idea really is...
This year I came up with a video campaign concept and knew the exact person that just may be bonkers enough to want a slice of the action! I reached out to Andrew McUtchen (of Time+Tide / About Effing Time) and he'd signed up before I'd even finished explaining the idea. I'm glad he didn't think the concept was too cheesy, or that I was a complete weirdough!
Andrew and I spent the day in Brighton filming the campaign in my living room and had a blast doing so! We hope you enjoyed the video but we really hope you don't actually want to purchase a Pepper0ni Pizza...🍕
During the 1st of April, underd0g.com received over 20,000 visitors and 800 of you were crazy enough to visit the website at exactly 5pm BST for the drop! I do hope you're not too disappointed...
The good news is that the core collection will be available again shortly as pre-orders are due to re-open in May 2023! Be sure to sign up at the bottom of this page if you wish to be notified (or follow me on Instagram).
Andrew and I recorded a 30 minute video podcast episode where the discuss the April Fools campaign along with what the future holds for Studio Underd0g.
Be sure to give it a watch and let me know what you think in the comments!