💡 DTC Insights: Supima cotton and our top Ad campaigns

      August 15, 2025

      This week’s issue highlights two sides of winning product strategy. First, we zoom out with a deep dive on cotton origin, where brands like Buck Mason and Christy Dawn are turning traceability into a commercial advantage. Then, as part of our Particl Awards series, we zoom in on standout creative with two of the season’s best ad campaigns—Jenni Kayne and Little Sleepies—each using lifestyle storytelling and timing to drive major revenue lifts.

      Both playbooks prove the same point: the best brands grow by knowing what works, and doubling down.

      -John Fisher, Ben Chapdelaine

      DTC INSIGHTS

      Why cotton origin is the next apparel differentiator

      Source: Particl

      Most brands say they care about transparency, but few can actually prove where their cotton comes from. In this new report, we partnered with Supima to explore how fiber-level traceability is reshaping product strategy, brand trust, and commercial performance. Backed by SKU-level sales data and Supima’s forensic authentication tools, this piece breaks down revenue benchmarks, origin-based storytelling, and what leading brands like Buck Mason and Christy Dawn are doing to stay ahead.

      Read the full report here - JF

      AWARDS - TOP AD CAMPAIGNS

      Destination: Jenni Kayne

      Jenni Kayne distilled its coastal lifestyle brand into an aspirational, travel-driven summer story. The “Destination” campaign tapped into a Mallorca photoshoot, capsule guides, and blog content to position their core basics as elevated vacation essentials. 

      Instagram campaign announcement.

      The result was a 2x sales lift at launch and strong performance from refreshed colorways of proven SKUs.

      Sales doubled on the day of the launch.

      Fourth of July: Little Sleepies

      Little Sleepies tapped into the emotional pull of family moments with its Fourth of July capsule. The brand paired bright patriotic prints with soft, bamboo-based fabrics to create a drop that felt festive, functional, and highly shareable.

      The launch was paced to maximize momentum: a teaser post in early May, followed by a full release on May 13, then a series of reminder pushes through late June. This phased approach created multiple purchase windows tied to key shopping moments.

      Their hero print, Snacks & Sparkles, alone drove over 65% of sales. Combined with Bright Stars, the two prints accounted for more than 90% of the collection’s revenue—showing the power of bold, emotional design anchored in comfort.

      What These Campaigns Get Right

    Owned seasonal themes that fit the brand

    Extended sales windows through layered rollouts

    Tied newness to proven winners, not new products

      Read more about these campaigns here. - BC

      If you have any feedback on today's newsletter, please respond to this email; we read each reply individually.

      Written by John Fisher & Ben Chapdelaine

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💡 DTC Insights: Supima cotton and our top Ad campaigns

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