Belgian B-Boys Lead the Way in the New Jack & Jones Campaign, “Class of Breaking Champs”

Fashion brand JACK & JONES’ new marketing drive will see some of Europe’s most talented hip-hop artists battling it out on stage to promote the brands’ back-to-school clothing.

Belgium – September 6, 2023 —

JACK & JONES is launching a back-to-school campaign this fall that is part of a collaboration with the Lotto WDSF World Breaking Championship. From September 22 to 24, the best b-boys in the world will gather in Leuven for the ultimate battle. The faces of the brand new campaign “Class of Breaking Champs” are Cis, Source, and Lucky, all top guys from the Belgian b-boy scene!

Image courtesy of JACK & JONES

“We wanted to do something a little different for this year’s back-to-school season,” the brand said. “Working with the Lotto WDSF World Breaking Championship is helping us bring our brand to the attention of the young people who can benefit from our clothing the most. We can’t wait to see how events unfold in Leuven later in the month.”

The new collection drew inspiration from American high schools with typical varsity jackets, wide-fit jeans, and brightly colored puffer jackets. To shoot the campaign images, the brand went to Antwerp’s Sint-Lievens College. Belgian breakdancers modeled for real yearbook-look photos in, among other things, comfortably fitting chinos and check-print shirts. T-shirts with eye-catching prints on the back, sweatshirts with JACK & JONES logo, and cool beanies complete the look for the new school year.

“JACK & JONES is on a mission to provide men with the most stylish wardrobe pieces possible,” executive Sara Pas said. “This collaboration with b-boys makes our lines feel more real and hip. Real models help us connect to our audience and create a sense of excitement.”

JACK & JONES is well-known in the UK and parts of Northern Europe for its elegant and rough-style menswear. While the brand has a passion for denim, it also offers knitwear, underwear, regular sweatshirts, and accessories. JJXX is the group’s brand for women. 

The “Class of Breaking Champs” collection can be found in all JACK & JONES stores and online at jackjones.com starting August 31. For true style icons, there is also a special capsule collection with unique paisley print, available in selected stores only.

For more information on Jack & Jones, please use the following contact details: 

Contact Info:
Name: Sara Pas
Email: Send Email
Organization: JACK & JONES
Address: Keizerstraat 9, Antwerpen 2000, Belgium
Phone: 00323 241 5521
Website: https://www.jackjones.com/nl-be

Release ID: 89106790

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