Taking a slow and steady approach to social media seems like a contradiction, but apparel brand Held in Form proves that it’s a good way to find the right audience. The menswear label shares deep dives on fashion history, fabric choices and behind-the-scenes looks at their design process. The result is a comment section that’s less comment-fishing and more discussion board.
Taking the edutainment route
Whether you like it or not, if you spend time on Held in Form’s Instagram page, you’re going to learn something new about fashion. Their feed is filled with well-researched videos that combine functional knowledge with creative storytelling. There isn’t a better way for the brand to show off its values than with a video exploring where the concept of pre-washed apparel comes from.
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Material on material
Held in Form isn’t afraid to get technical. From detailed explainers on fashion history to breaking down why certain fabrics function the way they do, the brand encourages its audience to think more intentionally about their clothes. Here, for example, founder Simon Smith talks about how seersucker is woven with air circulation in mind (while he wears the brand’s Kuzushi work shirt in yarn-dyed seersucker, of course).
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The wear test
This workwear brand takes workwear seriously. Held in Form’s manufacturing process includes putting their clothes to the test—horseback riding, heavy wash cycles and all. This post details how the Kuzushi jacket wears over time, showing the six-month testing process from beginning to end.
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From online to IRL
What’s happening digitally is reflected in person with this brand. Just as they do on their Instagram page, Smith and creative director Raeland Mendoza bring their product knowledge up close and personal to events through design presentations.
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