Wanderer (Persona)
Crafting a brand and culture with bold, authentic stories.
Crafting a brand and culture with bold, authentic stories.
Context
Context
Streetwear has been making its mark in Chile for decades, dominated by external names or timid local initiatives. Errante, with more than twenty years of history, decided to break that mold in 2019 by betting on the premium: crafting garments with high-quality materials and craftsmanship without sacrificing the rebellious street attitude.
Errante had a strong online sales channel, but its presence on social media was a blank canvas. The health crisis accelerated e-commerce and the challenge was twofold: establishing itself on saturated digital platforms and staying true to an origin connected to the street. The objectives were to find a genuine voice that celebrated the local, "hack" organic growth, and create a natural communication milestone.
Streetwear has been making its mark in Chile for decades, dominated by external names or timid local initiatives. Errante, with more than twenty years of history, decided to break that mold in 2019 by betting on the premium: crafting garments with high-quality materials and craftsmanship without sacrificing the rebellious street attitude.
Errante had a strong online sales channel, but its presence on social media was a blank canvas. The health crisis accelerated e-commerce and the challenge was twofold: establishing itself on saturated digital platforms and staying true to an origin connected to the street. The objectives were to find a genuine voice that celebrated the local, "hack" organic growth, and create a natural communication milestone.
Streetwear has been making its mark in Chile for decades, dominated by external names or timid local initiatives. Errante, with more than twenty years of history, decided to break that mold in 2019 by betting on the premium: crafting garments with high-quality materials and craftsmanship without sacrificing the rebellious street attitude.
Errante had a strong online sales channel, but its presence on social media was a blank canvas. The health crisis accelerated e-commerce and the challenge was twofold: establishing itself on saturated digital platforms and staying true to an origin connected to the street. The objectives were to find a genuine voice that celebrated the local, "hack" organic growth, and create a natural communication milestone.
The team recognized that the brand is made for those who live and move through the neighborhood, the real street. Thus, "Wandering Persona" emerged: a project to portray people with a deep connection to urban culture, who build intriguing personalities and live by their own rules.
Execution: Documenting 36 profiles of authentic urban individuals in Santiago through analog photography that emphasizes warmth and sincerity. Each portrait includes a name, location, coordinates, and personal quotes. A brutalist aesthetic microsite was created to act as a visual library, expressing the Wandering philosophy: luxury in form, spontaneity in essence.
Distribution: Coordination with groups of friends, photographers, and cultural managers instead of traditional influencers to achieve genuine organic growth. The smaller production compared to mass brands gives exclusivity to each garment, offering the experience of wearing an almost one-of-a-kind piece.
The team recognized that the brand is made for those who live and move through the neighborhood, the real street. Thus, "Wandering Persona" emerged: a project to portray people with a deep connection to urban culture, who build intriguing personalities and live by their own rules.
Execution: Documenting 36 profiles of authentic urban individuals in Santiago through analog photography that emphasizes warmth and sincerity. Each portrait includes a name, location, coordinates, and personal quotes. A brutalist aesthetic microsite was created to act as a visual library, expressing the Wandering philosophy: luxury in form, spontaneity in essence.
Distribution: Coordination with groups of friends, photographers, and cultural managers instead of traditional influencers to achieve genuine organic growth. The smaller production compared to mass brands gives exclusivity to each garment, offering the experience of wearing an almost one-of-a-kind piece.
The team recognized that the brand is made for those who live and move through the neighborhood, the real street. Thus, "Wandering Persona" emerged: a project to portray people with a deep connection to urban culture, who build intriguing personalities and live by their own rules.
Execution: Documenting 36 profiles of authentic urban individuals in Santiago through analog photography that emphasizes warmth and sincerity. Each portrait includes a name, location, coordinates, and personal quotes. A brutalist aesthetic microsite was created to act as a visual library, expressing the Wandering philosophy: luxury in form, spontaneity in essence.
Distribution: Coordination with groups of friends, photographers, and cultural managers instead of traditional influencers to achieve genuine organic growth. The smaller production compared to mass brands gives exclusivity to each garment, offering the experience of wearing an almost one-of-a-kind piece.
Quick Overview
Quick Overview
Disrupt
The Persona Errante project became the perfect excuse to grow exponentially on social media, showcasing how today's wanderers dress. An interactive digital book was created with authentic portraits that generated significant organic growth on digital platforms.
The initiative positioned Errante as a benchmark of premium Chilean streetwear and achieved a genuine connection with new generations seeking garments with authentic stories. Authenticity surpassed trends by rescuing local codes, analog photography created a distinctive identity, and organic networks performed better than traditional influencers. The brand projects itself optimistically, ready to connect with audiences that value authentic stories.
The Persona Errante project became the perfect excuse to grow exponentially on social media, showcasing how today's wanderers dress. An interactive digital book was created with authentic portraits that generated significant organic growth on digital platforms.
The initiative positioned Errante as a benchmark of premium Chilean streetwear and achieved a genuine connection with new generations seeking garments with authentic stories. Authenticity surpassed trends by rescuing local codes, analog photography created a distinctive identity, and organic networks performed better than traditional influencers. The brand projects itself optimistically, ready to connect with audiences that value authentic stories.
The Persona Errante project became the perfect excuse to grow exponentially on social media, showcasing how today's wanderers dress. An interactive digital book was created with authentic portraits that generated significant organic growth on digital platforms.
The initiative positioned Errante as a benchmark of premium Chilean streetwear and achieved a genuine connection with new generations seeking garments with authentic stories. Authenticity surpassed trends by rescuing local codes, analog photography created a distinctive identity, and organic networks performed better than traditional influencers. The brand projects itself optimistically, ready to connect with audiences that value authentic stories.
Client
Reach
Brand Story
Brand Naming
Web Design
Web Development
Content
Profile
Brands
Industry
Retail
Fashion & Textile