Deeply x mais351 | Behind The Colab
Deeply sat down to talk with Ana Penha e Costa, the founder of the +351 brand, to get a first-hand account of her and the brand's experience in the development of the collaboration between both brands.
Can you tell us a little about the collaboration between Deeply and +351? What inspired the idea for this partnership?
I think the strong connection that both brands have with the Portuguese lifestyle was one of the factors that drove this collaboration. The shared values of both brands also made this collaboration natural and sustainable. The connection with the sea, conscious production due to the use of organic materials, and small-scale production. But what personally motivated me the most was the opportunity to design surf suits with a brand that is very advanced in material technology and product design.
In this collaboration, two completely new products emerged for both brands: the front zip rash guard and the sleeveless long john. Two classic and timeless surf pieces adapted to the values and lifestyle of the brands.
How does this partnership bring a new perspective or a different experience to your customers?
By bringing together two teams and working together, taking into account the aesthetics and goals of both brands, we created two products with a unique design. The fact that we produce on a very small scale makes the products even more authentic and special, turning them into true design pieces.
Can you share some insights into the creative process behind this collaboration?
To ensure that we had the perfect and previously tested fit, we used some existing models from Deeply. In the +351 line, we chose to use the circle as a design element that unites both brands by representing the sun. Hence, came the campaign slogan "Bounded by the sun." Only yellow stands out as the key colour in this collection, present in the circle pattern, closures, and seams of the pieces.
How do you ensure that the collaborative products resonate with both sets of customers?
It is always a challenge to test new markets and open up to new audiences, but we believed in the viability of this opportunity because Deeply shares many of our values, and we decided to take the risk.
How has this collaboration influenced the perception of the +351 brand?
In my opinion, brands always benefit from this type of collaboration, where there is an opportunity to test new audiences and product types. In terms of product development, there was an exchange of worlds with Deeply. One brand coming out of the water and another going in. Deeply worked with our suppliers, had access to our raw materials and design. The same happened with +351.
What innovative aspects does this collaboration bring to the surfing scene?
Here, a new vision from a textile designer emerged, who had the opportunity to design a technical product that is normally only developed by major surf brands. This makes the product unique due to the craftsmanship and attention to detail with which it is produced. Especially because it is a product produced in limited quantities, making it exclusive.
Are there any plans for future collaborations between the two brands?
For now, there are no future prospects for projects between both brands, but maintaining a line of suits in +351 is undoubtedly an advantage for the brand, as it is an innovative and unique product.
What feedback have you received so far from customers about the collaboration?
Regarding the materials, the feedback has been excellent. The neoprene that Deeply uses is truly top-notch. It is super elastic, environmentally conscious, and comfortable. Regarding the different product models, the rash guard has been very successful for its versatility and ease of use. The sleeveless long john, with its distinctive design, has become a more daring product, reserved for the most adventurous.
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