Hollister Co., a division of Abercrombie & Fitch
Co. (NYSE:ANF), and the global retail brand celebrating the
spirit of endless summer, announced the launch of its
partnership with musical artists Khalid and Noah Cyrus for the
upcoming fall season. The acclaimed singer-songwriters will be part
of the brand’s year long #CarpeNow campaign and will be integrated
in Hollister’s marketing throughout the balance of the year.
As part of the fall season, the company will
continue its support of anti-bullying efforts, a cause it has
backed since 2013. Both Khalid and Noah will join Hollister in
bringing awareness to the prevalent issue impacting teenagers
around the world. This year, Hollister is proud to partner
with Sit With Us, an anti-bullying app created by Natalie
Hampton when she was just 16 years old and was herself a victim of
bullying. The app, which aims to help students find allies and
lunch buddies at school, has already seen more than 100,000
downloads in eight countries. Hollister’s support of Sit With Us
will begin mid-September, with more details to be announced later
this summer.
Hollister’s Back-to-School campaign, Carpe the
Fit Out of Denim, sees the return of the ‘Carpe Crate’, a key
element woven throughout Hollister’s ongoing #CarpeNow
platform. The crate contains items that encourage those
around it to seize any and every moment, living the spirit of
summer every single day. The campaign focuses on the ‘Denim Touch’,
which Khalid encounters in a crate while walking around downtown
LA. With the ‘Denim Touch’, Khalid is able to transform everything
he sees to Denim, and by doing so, showcases the breadth of the
Hollister Co. collection on Noah Cyrus and others. The campaigns
will include hit songs ‘Silence’ by Marshmello, featuring Khalid
and ‘Team’ by Noah Cyrus.
As the brand continues to offer engaging
experiences for its Gen-Z customer, Hollister Co. will be hosting a
number of events across the nation this fall to ensure loyal
customers continue to feel that spirit of summer even as they start
the new school year. These will be unveiled through Hollister Co.’s
social channels, Youtube and e-commerce sites.
“I am proud to collaborate with a brand that
celebrates inclusivity. I’m only two years out of high school and I
still clearly remember the bullying that can happen in that
environment. I am proud to join the movement with Hollister
and Sit With Us,” said Khalid.
“To be a part of this Hollister campaign alongside my friend
Khalid is an absolute dream. I’m also proud to bring further
awareness to Natalie’s Sit With Us app to make school a better
place for all,” said Noah Cyrus.
“We’re excited to have both Khalid and Noah,
such talented and relevant artists, bring their Carpe Now spirit to
our customers as they start a new school year,” said Kristin Scott,
Brand President of Hollister Co. “As a brand, we celebrate the
freedom to belong, no judgement, and no demand other than to let
others in, and as our customers head back to the classroom, we want
to spread that message of inclusivity. We are grateful for
Khalid and Noah’s support as advocates alongside Natalie and her
Sit With Us app, which we hope to extend to more students around
the world.”
To learn more about the campaign, visit www.hollisterco.com or
@HollisterCo on social media and follow #CarpeNowHco.
About Hollister Co.The
quintessential retail brand of the global teen consumer, Hollister
Co. celebrates the liberating spirit of the endless summer inside
everyone. Inspired by California's laidback attitude,
Hollister's clothes are designed to be lived in and made your own,
for wherever life takes you. A division of Abercrombie & Fitch
Co. (NYSE:ANF), Hollister provides an engaging, welcoming, and
unique shopping experience through its global e-commerce websites
and its approximately 540 retail locations.
About Khalid Five-time Grammy®
nominated artist Khalid has seen great success since he released
his first single “Location” right before his high school
graduation. The song’s domination led to Khalid’s major label deal
with Right Hand Music Group/RCA Records followed by the release of
his debut album American Teen. The album received mass critical
acclaim with Rolling Stone calling Khalid a “pop prodigy” and TIME
Magazine stating, ““His thoughtful, relatable reflections on modern
youth culture and the limitations of love are just as pitch-perfect
as his soulful, measured delivery.” American Teen shattered
expectations, as it stayed in the Top 200 for 51 weeks, peaked at
#4, and stayed in the Top 20 for 48 out of the 51 weeks it was in
the Top 200. The singer-songwriter has over one billion streams
worldwide across all partners, his first single “Location” is
certified 4x Platinum by the RIAA, and his previous single “Young
Dumb & Broke” is certified 3X Platinum. Since the album’s
debut, Khalid has garnered five 2018 Grammy® nominations including
Best New Artist and landed on the cover of Billboard’s 2018 Grammy®
Preview issue. He was also nominated for 2017 BET Award for Best
New Artist, a Teen Choice Award for Choice R&B/Hip-Hop Song for
“Location”, and a 2017 American Music Award for Favorite
Song-Soul/R&B for “Location.” Khalid also won Top New Artist at
the 2018 Billboard Music Awards, Best New Artist at the 2017 MTV
Video Music Awards and an MTV’s Woodie To Watch Award. In addition
to American Teen, Khalid has collaborated with some of music’s
biggest stars. He has been featured on a number of songs including
mega hits like Calvin Harris’s “Rollin” with Future,
“1-800-273-8255” with Logic and Alessia Cara, “Silence” with
Marshmello, “Lovely” with Billie Eilish, “Youth” with Shawn Mendes,
and many more. Khalid’s current singles “Love Lies”, a duet with
Normani, and “OTW” featuring Ty Dolla $ign and 6lack are burning up
the airwaves. Khalid recently wrapped up his third sold-out North
American headlining tour.
About Noah CyrusNoah Cyrus’
star began to shine in 2017, as her debut single “Make Me (Cry)”
went straight to #1 on Spotify’s Viral Global Chart within hours of
release, and has since surpassed 500 million global audio and video
streams. The introductory platinum-selling song was met with
unanimous praise in the U.S. and abroad, with Dazed calling it a
“leftfield pop ballad” and Rolling Stone deeming it an
“R&B-tinged pop tearjerker.” Cyrus has become known for
“penning honest pop bops as an ode to her independence,” according
to Wonderland and her songs have been continually deemed “anthems,’
as she continues to convey reflections on her generation. She has
collaborated with an impressive list of her peers including
Labrinth, MØ, Marshmello, Jake Bugg and Alan Walker, to name a few.
The 18-year old rising pop star has earned an
MTV “Best New Artist” nomination and hand-picked to open
for Katy Perry on her 2017 U.S. tour. Cyrus recently
sold out her first Los Angeles show at the Troubadour in mere
minutes and just announced her first-ever headlining tour across
the U.S. in the Fall of 2018. This past year, she once again made
an appearance at Coachella, for the second year in a row, this time
joining Alan Walker for “All Falls Down.” Currently, Cyrus’
sentimental duet “Team,” with MAX is hitting airwaves nationwide,
while she continues to collect accolades for her catchy pop
songs.
About Sit With UsSit With Us,
Inc. is a 501(c)(3) nonprofit corporation founded by 17-year-old
Natalie Hampton. The organization is devoted to developing
anti-bullying and kindness programs, including the award-winning
Sit With Us mobile app.
Media Contact:Ian Bailey
Abercrombie & Fitch(614)
283-6192Public_Relations@abercrombie.com
Investor Contact:Brian
LoganAbercrombie & Fitch(614)
283-6877Investor_Relations@abercrombie.com
A photo accompanying this announcement is available at
http://www.globenewswire.com/NewsRoom/AttachmentNg/0e840982-0f65-4b21-b410-203d9a76cb0f
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