Ted's Pairs & Spares Pop-Up

I was briefed to provide a name, strapline, body copy and daily A-board options for Ted Baker's men's footwear stand, 'Ted's Pairs & Spares'. Inspired by a mechanic's garage, the mobile pop-up held a temporarily spot in Selfridges in October 2015, and offered a selection of Ted's shoes and socks. The concept derived from lost and odd socks, trumpeting a refreshing 'no sock left behind' policy. Pairs of socks became trios, bolstered with a spare, and Ted even offered a brilliant 'odd sock amnesty' tray; gents were invited to swap their mismatched socks for a complimentary trio. A data capture card was also created, with the incentive of either a free trio of socks or a track day in a speedy 3-wheeler. "It socks to be single. Pair up with Ted'

Team Credits

Luke Butler

  • Creative Copywriter

Project Tags


  • Ted Baker

    Ted Baker

    • Fashion

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Luke Butler
Creative Copywriter