This is a press release I created for high-end fashion client TAKEON's product launch. As the brand straddles luxury fashion, streetwear, and functional utility clothing, a challenge I faced was adequately describing the versatility of TAKEON's new product without sacrificing creative branding and appeal to the product's style. Furthermore, with the purpose and minimal length of a press release, I had to include all these elements without becoming overly descriptive.

Writing this piece involved plenty of research, client calls to better understand the brand, redefinition of the product and press release goals, and several rounds of edits to create a press release with the perfect tone and message.

TAKEON Launches Functional Luxury with Innovative MODE ONE Modular Bag

Made for any occasion, TAKEON’s MODE ONE is the first 100% modular bag designed to transform into four easy to use bags with a few simple clicks. The bag is currently featured at Neiman Marcus’ Hudson Yards retail location in NYC.

NEW YORK, May 29th, 2019—TAKEON, the up-and-coming performance fashion brand, announced today the release of its MODE ONE modular bag catering to every aspect of everyday life. Utilizing Fidlock® quick-release magnet technology, the multi-functional bag can be seamlessly rearranged or separated into its four parts, giving customers the power to create a bag that’s exactly what they want without more than what they need.

“This bag was designed to really challenge any ‘modular’ bag system,” said CEO and Founder Chelsea Ma. “We have always believed that design should be simple, easy to use yet functional. MODE ONE does just that.”

Keeping to its DNA, TAKEON’s bag comes in a sleek silver that highlights both its style and utility. Each piece maintains its singular identity but transforms into a powerful whole when brought together. The series includes: the small bag perfect for the essentials, the tubular bag that is purposeful as both a gym bag and a camera case, the versatile body bag that can be worn cross-body, and the high-performance laptop-bag. The bags can be paired off in various configurations, or combined to form a backpack. From workday to weekend workout, each bag fits into the urban citizen’s lifestyle.

"TAKEON is doing dope stuff that nobody else [is doing] right now,” YouTube and streetwear influencer David Fung of The Fung Bros said. “A traditional gym bag with a logo or leather is cool but [the] MODE ONE system is really the future–tech-wear that is focused on usability and [is] customizable to each person's unique needs."

Available for pre-order, MODE ONE is already receiving recognition from other top influencers and luxury brands; Neiman Marcus is currently featuring TAKEON’s innovative new bag in a window display at its New York City Hudson Yards retail location.

About TAKEON:

TAKEON designs high-quality pieces that have the style and durability to speak to the trends and last through the seasons. Launched in 2017 by Parsons School of Design graduates, the women-run brand has had 9 successful pop-ups in NYC and is continuing to gain traction across the US, China, and Japan. For more information, visit www.takeonlabel.com.

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