EDGE AT AFROPUNK

EDGE AT AFROPUNK

Afropunk is a music festival that has become a showground for self expression, freedom
of opinion and diversity. To give Hunter’s Edge a presence at the event which was
reinventing music festivals around the world we chose to reinvent a music festival and
concert staple – the festival T-shirt.

Our idea was to feature festival-goers instead of iconic bands and artists on Edge branded tees.
By photographing festival-goers and printing their faces on T-shirts our promotional merchandise became sought-after festival-wear.

By wearing a T-shirt featuring the face of another festival-goer Hunter’s EDGE had created its own movement of collaborative expression, creativity and unity within the Afropunk community.

There was a notable increase of
1% brand love over the festival
weekend, nearly 6000 product
samples were distributed and
more than 200 cases of
Edge was sold.