Calvin Klein used to be a pop culture icon in the 90’s. More recently, they tried to find their place in pop culture again with a celebrity studded “I ___ in my Calvins”. But that didn’t do much to invite Gen Z to share what they were doing in their Calvins. Our audit of the brand found that CK may be known for simple basics, but its attitude was anything but. It had the unabashed swagger of youth mixed with extroversion that was comfortable with flaunting like the way no other fashion brand was. We built on that truth and created an Instagram ready platform: ROCK #mycalvins. It invited anyone to join Kendrick Lamar and Paris Jackson in “Rocking their Calvins”.