Beating the Pants off the Competition

Creating a Brand Name for a Generic Fabric

The Fabric of Success

Coppley, makers of Cambridge, Keithmoor and other well-known men’s brands wanted to introduce microfibre to the Canadian and US markets.

Microfibre was just catching on. But Coppley wanted to create a sense of cachet and enduring value for its product rather than touting another me-too micro.

The stain-resistant, wrinkle-resistant lusturous qualities of this new microbfibre made it a dream to own and wear.

The DreamWeave label propelled Coppley to great successes in the menswear category.

The Team

Naming and intro copy: Harry Cornelius, Cornelius & Co. (Sideren Inc.)
Design and production: Premise Communications