Outlaw Modernizes Mitchum With a Design That Balances Heritage and Innovation

Mitchum had enjoyed phenomenal growth in the UK over the past decade, reaching #4 in the category. But its ‘top-of-mind’ awareness and consideration didn’t match its category position, distribution gains were hitting a ceiling and innovation was lacking in the core. To move Mitchum up the rankings of a highly competitive category our brief was to revive and modernise the portfolio, defining a distinct approach to the men’s and women’s ranges that would drive standout, equity and relevance. We also needed to create a design system that could accommodate future NPD. We kicked things off with an in-depth client workshop exploring the consumer target and category, along with a strategic look at portfolio architecture options and a review of Mitchum’s assets to sort the strong from the stale. F