press pack 2015
DESCRIPTION
the onepiece press packTRANSCRIPT
WWW.ONEPIECE.COM
LEGACY/
Amazing can only be achieved by breaking boundaries. Nothing truly great ever came out of following the rules. To win some, you have to lose some. This was the mindset that led to the foundation of OnePiece one lazy Sunday in Oslo 2007. In an effort to capture and conceptualise the essence of a care free Sunday filled with beautiful nothingness, the idea of a brand built around the art of slacking
was born.
Simple ideas are often the greatest; whilst searching for the pinnacle of slacker wear, the idea of tying together a hoodie with a pair of sweatpants using a giant zipper ended up in what would become the OnePiece Jumpsuit, the very core product of the brand. Some said it would look stupid, some said it wouldn’t last,
most people agreed it wouldn’t work out.
However, always going against the grain we followed our utopian vision of crea-ting the most innovative and premium leisurewear. The result was a worldwide phenomenon of re-engineered jumpsuits that spread out from people’s homes and
out to the streets and clubs.
In our crusade against rules, norms and anything not perfectly comfortable, we are the originals, the experts and the dedicated. We are not here to jump in and out of any trends or to stay ahead of any curve. We are here because we love what we do and we believe in what we represent. We are the slackers, the standouts and the fashion misfits. Someone always has to be the one that sits furthest back in the classroom and in the
fashion industry, that is us.
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THE FOUNDERS
THOMAS ADAMS/ /
HENRIK NØRSTRUD KNUT GRESVIG/
/OnePiece was invented on a lazy Sunday in 2007 by three Norwegian friends Thomas, Henrik & Knut. The last few years have seen a high-speed entry into the global fashion industry with hundreds of thousands of jumpsuits sold through onepiece.com, opening of 9 own concept stores worldwide and
more than 400 retailers in 1 year. The company has evolved into a full-grown fashion company.
Thomas started his first compa-ny at the age of 18 from his pa-rents basement — a belt buckle and accessories webshop for Nor-wegian youths. Within the first
three years of operation, he had reached a total revenue of almost 10 million NOK. While serving as the CEO of OnePiece, Thomas uses his extensive marketing and innovative social media savvy to head marketing and creati-ve. Under Thomas’ direction, OnePi-ece has won several significant awards for their inventive and ground-brea-king marketing campaigns, including Norway’s Gulltaggen, one of the most prestigious awards in Scandinavia.
Henrik comes from a family with more than 20 years of ex-perience in the fashion industry and started at the age of 20 selling student clothing
together with Knut. Henrik`s mainresponsibilities at OnePieceare logistics, following up B2Bsales, and business development.
Knut started Norway’s first large nightlife websiteat the age of 18 which became a huge success. He later moved into student clothingtogether with Hen-rik. With 12 years
of experience in the fashion industry and a keen eye for details, he currently heads IT, production, and design for OnePiece.
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YOUNG ENTREPRENEUR OF THE YEAR 2013
/The three founders of OnePiece were awarded Young Entrepreneurs of the year 2013 by the consultancy firm Ernst &
Young.
Founders of OnePiece Thomas Adams and Knut Gresvig together with the Norwegian Minister of Finance.6
/
22 STORES IN 5 YEARS
From OnePiece Pop Up NYC on 577 Broadway, New York
The impressive popularity of the brand in Norway during the autumn of 2009 and 2010 gave us the opportunity to take the concept to new countries. Being our neighbouring country, we started in Stock-holm, Sweden. We opened our first concept store outside of Norway in October 2013. Over the last 3 years OnePiece has opened 14 concept and popup stores around the world. We now have stores in Oslo,
London, Stockholm, Berlin, Beverly Hills, New York City, Sochi and Dubai.
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WORLDWIDE HIGH-END RETAILERS
We sell mainly through our web shop onepiece.com but we also have sales agents in 11 countries and sell to several high-end stores across the world. Some famous retailers who carry OnePiece are Harrods, Selfridges and Urban Outfitters.
/
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6 7
WORLDWIDE HIGH-END RETAILERS /
ONEPIECE OF PARTY /
OnePiece sell mainly through their web shop onepiece.com but we also have sales agents in 11 countries and we sell to several high-end stores across the world. Some famous retailers who carry OnePiece are Harrods, Selfridges and
Urban Outfitters.
If you have not been to a OnePiece party, you haven’t been to a real party. We have to say that the combination of great people and a OnePiece jumpsuit gives you supernatural party powers.
It’s like people step out in it for one night and just let it all loose. Now Thomas, Hernik and Knut try to find any excuse to throw a
OnePiece party at all the events. Hope to see you suited up next time!
One life, One love, OnePiece
ONEPIECE OF PARTY
If you have not been to a OnePiece party, you haven’t been to a real party. We have to say that the combination of great people and a OnePiece jumpsuit gives you supernatural party powers. It’s like people step out in it for one night and just let it all loose. Now Tho-mas, Henrik and Knut try to find any excuse to throw a OnePiece
party at all the events. Hope to see you suited up next time!
/
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iPad1.2 MILLION FACEBOOK
FANS
/Being in our twenties we probably spend too much time on Face-book, Instagram and Twitter as perhaps most of you do. But sharing everything we do with our fans via social media has been a major part of how we have grown and built up our brand. To be honest it was the only way we could afford to market OnePieceTM when we
first started off.
Facebook has become one of the most important channels for us to communicate through and it has created an opportunity for even the smallest start-up companies, in our case from a slightly messy living room in Norway, to market their endeavours. This bought the realisation that in order to succeed it is not about how thick your wallet is, it is all about how well you communicate with your fans.
1 200 000 likes ( January 2015)Largest Norwegian clothing brand fanpage
www.facebook.com/onepiecewww.twitter.com/onepiece
www.instagram.com/onepiecewww.youtube.com/onepiece
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iPad
CELEBRITIES/
P DIDDY / SEAN COMBSBEYONCÉAmerican rapper, producer and entrepreneurAmerican singer, songwriter, and actress
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26.9m 4.9m13.9m 13.9m67.8m 4.8m
MARIO BALOTELLI ED WESTWICK / CHUCK BASSItalian football player, plays for FC Liverpool English actor best known as Chuck Bass in Gossip Girl
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10.1m 1.7m3.5m 0.68m2.4m 1.9m
CARLY RAE JEPSEN MILEY CYRUSCanadian singer/songwriter American singer, songwriter, and actress
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13.9m 50.6m10.7m 19.5m1.05m 16.4m
CHRISTINA MILIAN KIESZADouble Grammy nominated American singer/songwriter Canadian musician, dancer
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2m 475k3.5m 75k2.4m 145k
VANESSA HUDGENSAmerican actress and singer
AVRIL LAVIGNECanadian singer/songwriter
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57.4m 5.02m18.1m 5.02m1.05m 6.6m
KEVIN HARTAmerican actor and comedian
DWAYNE ‘THE ROCK‘ JOHNSONThe people‘s champ/wrestling legend/actor
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18.7m 17.1m 12m 46.4m 8.2m 7.5m
JUSTIN BIEBER ARIANA GRANDE#1 pop idol of this decade Singer/songwriter
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78.01m 25m61 m 29.1 m23.3 m 33.7 m
MEGHAN TRAINOR TORI KELLYAmerican singer/songwriter and record producer American singer and songwriter
21
0.98m 664k0.69m 444k1.5m 752k
RUDIMENTALEnglish drum ‘n bass quartet
PUBLIC ENEMYLegendary hip-hop group
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803k 316k 87.6k 1.1m 65k 5k
LIAM PAYNE ONE DIRECTIONOne Direction member World‘s most famous boyband
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10.2m 39m19.4m 22.7m4.4m 7.9m
WYCLEF JEANAmerican singer/songwriter
LIL JONAmerican rapper
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870k 6m3.77m 1.03m179k 310k
LITTLE MIXUK music group
KE$HAAmerican pop singer/songwriter
RIXTONEnglish poprock/R&B band
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9.2m
1.5m
6.6m
3.6m
1.6m
856k 430k 160k 133k
KHLOÉ KARDASHIAN
KRIS JENNER
KYLIE JENNERAmerican reality television star & model
American reality television star
American reality television star (The Kardashians)
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3.2m
13.1m
6m5.11m
13.2m
8.5m5.4m
18.3m
18.4m
BELLA & GIGI HADIDAmerican fashion models and TV personalities
CARA DELEVIGNESupermodel
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250k11.6k1.8m 257k74.1k2.3m 2.1m537k10m
KHALILAmerican R&B singer
SCOOTER BRAUNAmerican talent managerentrepreneur / Justin Bieber‘s manager
28
3m 468.8k295k 3.84m750k 1.5m
AUSTIN MAHONE JAMIE FOXXAmerican pop singer-songwriter American actor, singer, producer
29
13m 8.9m8.4m 4.6m6.5m 1m
CHRIS COLFERKurt Hummel in GLEE
CODY SIMPSONAustralian pop singer and actor
30
230k 2.53m 688k 8.1m 7.32m 2.4m
ELLIE GOULDINGEnglish singer, songwriter and multi-instrumentalist
NOOMI RAPACESwedish actress (‘Girl with the dragon tattoo‘)
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11.3m 4.3m 4.5m6.7k 1.6k 4.7k
THE DUDESONSFinnish stunt team
KELLY & MICHAELAmerican TV show hosts
KELISAmerican singer
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917k 84.8k 531k336k
1.4m
380k
861k
143k
481k
RICHARD BRANSONEntrepreneur
KRISTIN CHENOWETHAmerican singer and actress
33
1.92m 5.16m 233k 230k 973k 750k
RONAN KEATINGSinger/songwriter
HAYLEY WILLIAMSHayley and B.o.B became famous with the song Airplanes
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505k 511k 91.6k 5.6m 4.25m 988k
PRESS/
magazines and newspapers
VOGUEJanuary 19 2015, USA
THE HUFFINGTON POSTDecember 02 2014, USA
37
VOGUEDecember 22 2014, USA
MAIL ONLINENovember 12 2014, USA
38
VOGUENovember 10 2014, USA
BUSINESS INSIDERNovember 7 2014, USA
39
COMPLEX MAGAZINENovember 12 2014, USA
ELITE DAILYDecember 12 2014, USA
40
YAHOO NEWSDecember 11 2014, USA
BUZZFEEDNovember 11 2014, USA
41
HYPEBEASTNovember 11 2014, USA
ENGADGETNovember 13 2014, USA
42
IN TOUCHNovember 9 2014, USA
VOGUEDecember 10 2014, USA
43
DIE WELT KOMPAKTSELECTJanuary 2015 - German magazineOctober 2014 - German magazine
F a s h i o n u n d B e a u t y : K ä l t e k i l l e r
S E L E C T I O N
No r r ø n a
NORD-LICHTER
3
Funktionalität und Tragekomfort sind unverzichtbar in den Bergen von Vermont, dem Geburtsort von Merrell. Das Modell Decora Sonata Waterproof aus der aktuellen Winterkollektion kombiniert wasser-dichtes Vollnarben- und Wildleder mit atmungsaktivem, isolierendem Futter. Ca. 169 Euro, www.merrell.de
Ausgerechnet ins sonnige Kalifornien hat Brian Smith 1978 seine austra-lischen Lammfell-Boots eingeführt. Hier avancierten sie zum Must-have auf den Boulevards und eroberten von dort die Welt. Mittlerweile ist die Produktpalette stark angewachsen, und jetzt gibt es auch was für die Ohren. www.uggaustralia.com
Norweger sind Spezi a
listen für warme
Kleidung. Das Design ist je
doch nicht beim Muster des
klassischen Strickpullis stehen
geblieben. Die Kreationen
von Norrøna garantieren
höchste Funktio nalität – und
sind nicht nur auf den Pisten
absolute Hingucker, wie etwa
die neue Lofoten GoreTex
Pro Jacke. Ca. 579 Euro, www.
norrona.com, z. B. bei www.blue-
tomato.com
Ug g
FELL ÜBER DIE OHREN
Me r r e l l
TRITTSICHERIm Jahr 2007 kreieren Henrik,
Knut und Thomas das ultimative ChilloutTeil für die Tage nach langen Clubnächten. Mittlerweile ist der
OnePiece Jumpsuit Kult. Ganz Mutige tragen ihn nicht nur zum Relaxen,
sondern auch zum AprèsSki! Ab 119 Euro, www.onepiece.com
O n e P i e c e
EINS FÜR ALLES
FOTO
S: ©
DES
IGNER
20 Selects
sagt Carter. „Hier gibt es helle, herrlich fröhlicheRäume. Und dunkle, mysteriösere Orte, an denenman sich einkuscheln kann, lesen oder einfachgemütlich reden.“
Und dann ist da noch das Gästebad mit dengoldenenWänden und dem Löwen-Wasserspeier.Auf Tripadvisor bedanken sich Menschen beiCarter dafür, dass sie sich hier das erste Mal seitLangem die Muße für ein ausführliches Bad nah-men. „Manche beschreiben ihren Aufenthalt beimir sogar als lebensverändernd“, sagt der Desig-ner und meint damit zum Beispiel, dass Bankersich plötzlich überlegen, doch noch Schriftstellerzu werden. Gern hilft David Carter mit literari-schen Abenden nach. „Bedtime Story Night“nennt sich seine Veranstaltungsreihe, für die einstrikter Dresscode herrscht, nämlich „glamourö-se Pyjamas und Nachthemden“. Der Gastgebererzählt, zu den Abenden reisten Leute aus allerWelt an, sogar aus New York. „Im ‚40Winks‘ kön-nen ja nur drei Menschen pro Nacht schlafen, zujeder dieser Veranstaltungen aber können 45Gäste kommen. Und ich will möglichst vielen
DIENSTAG, 6. JANUAR 2015 * DIE WELT KOMPAKT SEITE 25
LIFESTYLE
Menschen mein Haus zugänglich machen.“Spontan vorbeischauen ist dagegen schwierig.Oft ist sein Minihotel bereits auf Monate hinausausgebucht, was auch daran liegt, dass 120 Pfundfür das Einzelzimmer und 195 Pfund für das Dop-pelzimmer für Londoner Verhältnisse eher güns-tig sind. „Gerade die Deutschen reservieren ewigim Voraus und richten ihren Besuch nach derVerfügbarkeit“, erzählt der Brite – und vergleichteinen Besuch bei ihm mit einem Opernabend.„Das Haus ist das Erlebnis.“ Und er selbst natür-lich, der von Gästen als „letzter lebender Dandy“und „bester Gastgeber der Welt“ gepriesen wird.Auch deshalb, weil dieser Mann alles Möglicheweiß, etwa, wo man antike Uhren kaufen kann.
Auch für Fotoshootings ist sein Haus begehrt,kürzlich wurde Christoph Waltz für eine Joop!-Kampagne bei ihm abgelichtet, Helen Mirren undOrlando Bloom posierten zuvor schon mal dort.Einige prominente Mitmenschen, unter anderenKristin Scott Thomas, haben bei ihm auch schonübernachtet. Sicher ziehen sie alle brav Puschenan – wie Jesus.
Stilvoll durch dieNacht - 10 Produktefür Pyjamapartys
MAR
CRO
GOFF/THEINTE
RIORAR
CHIVE
Dieser luxuriöse Einteiler heißt „MariusOnesie“ und ist eine limitierte Edition ausGold, Blau und Weiß mit traditionellem,norwegischen Strickmuster-Druck.Er zieht Männer und Frauen gleicherma-ßen gut an. Von „OnePiece“ für 189 Euro
Die karierte Herren-Pyjamahose ausdem Hause „Schiesser“ sorgt mitleichter Baumwolle, einem lockerenSchnitt und seitlichen Eingrifftaschenfür ein entspanntes Tragegefühl.Über Zalando für 29,95 Euro.Diese dunkelblaue Satinhose von„Princess tam.tam“ passt getrost aufroyale Pyjamapartys. Über Zalandofür 69,95 Euro
Aus weicher Baumwolle und absolut stilvoll:Der Pyjama für sie von „Ralph Lauren“kommt im traditionellen Karo-Look daherund hat auf der Brusttasche eine feineStickerei. Über Zalando für 99,95 Euro
Keine Lust auf einen Schlafanzug mit Knopf-leiste? „Boss“ empfiehlt für Männer das Longs-leeve mit Kapuze, das sich so in einen lässigenHoodie wandelt – 49,95 Euro.Für Pyjamapartys in Bonbonfarben: Diese Schlaf-hose von „Tommy Hilfiger“ für 39,95 Euro hateinen elastischen Bund mit Zierschleife und eineleicht gerüschte Beinpartie – einfach Zucker!
Diese handgemachte Schlafmaske aus Hamburg garantiert süße Träumefür alle helligkeitsscheuen Schlafmützen. Die goldene Paillettenbortegemischt mit türkis farbender Seide schafft den idealen Prinzessinnen-Look bei Nacht. Erhältlich sind die Masken über schlafbrille.de für 38 Euro
Stylish kleidet man seine Füße mit diesenBurlington Socken in Pink. Gerade wenndie kalte Jahreszeit wieder mit Dauergrauglänzt, kann so eine Portion Farbe am Fußdas Gemüt zumindest ein bisschen erhel-len. Modell „Whitby“ 11 Euro. Das Pendantfür die Herren bietet das Modell „Manches-ter“ für 7 Euro, ebenfalls von Burlington
Versetzt sie und ihn inden Liebesmodus: das„Love Mood“-Negligéaus Spitze und Tüll.Passionata - 49,95 Euro
44
BILDOctober 2014 - Germany
FLAUNT MAGAZINEAugust 2011, USA fashion magazine
fashion
One WOrld, One Heart, OnePiece
written by angel Futzmania photographed by elias tahan
The norwegian onesie finds symbiosis on roberTson boulevard
reversible lighTweighT onesie by On-ePiece. Jean JackeT by 3.1 PHilliP lim and american flag onesie by OnePiece.
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at some point, the fragment became the mystery. There we were, burrow-ing through space, 6.5 billion of us, all alone. We were fated to walk alone, go out alone, stay in alone, dine alone, drink alone, grow old alone, get sick alone, die alone. Henrik, Knut, and Thomas thought this unacceptable. On the sev-enth day, they created the OnePiece. Hark! What, pray tell, is that in the dis-tance? Joined, pant and top are furrowed as one, linked as we are when we are born, together like that first onesie your mother swaddled you in. So, the three Norwegians set out to open stores across the universe full of cosmically united apparel, and it spread to Planet Bieber. Lo, we were comfortable, like you were at that age when everyone desired your comfort—and you melded together with all the things around you to create a one-ness, a collective self, around which the sun orbited. The skin of your mother’s blessing, a zipper to the crown of your head, like the womb. Drink from the teat of a unified consciousness, sweet child.
The OnePiece Store is currently open on Robertson Boulevard in Los Angeles.
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WWW.ONEPIECE.COM