THEIR PIECE OF MANHATTAN: Paper Denim & Cloth wants to become as synonymous with the Lower East Side of Manhattan as Levi's is to all of the U.S. So the company has hired an outside agency for a brand overhaul and to create an ad campaign that will make its debut this fall. The company has tapped New York-based agency tar art, which is led by Evanly Schindler, the founder of BlackBook magazine, but which includes a marketing and branding division lead by former Diesel executive Maurizio Marchiori.
To begin, Schindler changed the brand's logo so the letters P, D and C become elements of the ampersand symbol. He also cast a group of downtown personalities, including artists Jamie Johnson and Michael Portnoy and 33 Bond gallery owner Alix Frey, for the look book photographed by Paola Kudacki. Whether the ad campaign will include shots of the Brooklyn Bridge remains to be seen. — A.W.
SELF-PROMOTION: What's one way for a publicity firm to promote its clients outside of generating coverage in press outlets? How about coverage in its own? Starworks, the publicity and brand management firm, has launched a blog on its site, starworksny.com, where clients and staffers opine about their personal passions. Contributors include Daphne Guinness, Greg K from the MisShapes (who is also a Starworks executive) and Starworks staffers, some of whom are former staffers at Harper's Bazaar, Jane and other publications.
Though the outlet allows the firm to promote its clients — and the things its clients love — Starworks founder James Grant insists the blog isn't deliberately self-serving. "The mandate to all our contributors is to document their individual takes and experiences with pop culture," he said. "The blog naturally manifests into a daily diary that illuminates the international Starworks lifestyle and culture." Recent entries have included pickups on magazines in which Starworks has garnered placements, as well as the Oscars, the death of the Polaroid camera and scenes from hipster-filled parties staffers have attended. The blog has been up and running since October, and, according to Grant, has gathered 10,000 hits a month. — S.D.S.