Rivetless Campaign

Copy direction & Concept

Omnichannel copy

Frank And Oak is rewriting the rules of denim with rivetless, circular, clean jeans. Those tiny metal rivets—once used to "hold jeans together"—have long outlived their purpose. Today, they exist purely for that "authentic look." But here’s the truth: rivets serve no function and only complicate the recycling process, hindering them in the quest for sustainable fashion.

This campaign doesn’t just introduce a new collection—it sparks a movement. Borrowing inspiration from the unapologetic “Free the Nipple” movement, we’re challenging the status quo of what’s considered iconic. Rivets may be iconic in shape, but Frank And Oak’s vision is iconic in impact: eliminating wasteful, outdated elements and simplifying denim recycling for a cleaner, greener future.