On August 20th, Knorts is hosted a baptism to introduce its new line, Nice Knits, composed of knit denim basics. Because denim is often worn with basic white T shirts and tanks, it’s only natural for Knorts to introduce a unique spin on the concept. Nice Knits takes standard basic silhouettes and applies a specialty denim wash paired with raw edged seams to them. The intention is for these basics to pair well with both Knorts’ main line as well as other garments already sitting in one’s wardrobe. Not only is a basics concept new for the brand’s product offering, but it’s also priced at an introductory price point, hence the concept of baptizing (or welcoming) people into the brand. The basics are still knit denim, but instead of being knitted fully fashioned from cones of yarn, the new designs are cut and sewn from pre-knit fabric made from the same denim yarns knitted throughout the brand’s main collection.
The ‘Baptize Yourself’ campaign is Knorts’ take on the wet t-shirt contest; sexy, playful, and a celebration of freedom… particularly freedom of movement, but also the freedom to be who you are and move through the world however you want, which are core values the brand encompasses. In contrast to the degrading and sexist connotations associated with a wet t-shirt contest, Knorts tastefully emphasizes the natural body being doused by oneself to convey empowerment through a series of zoomed in, dimly lit photos and video that leave you feeling like you want to add this ritual to your own self-care routine.
The Baptism enjoyed a musical performance by Nicole Miglis (BatryPowr). The Baptism-turned-multiple-weddings was led by Paige Elkington and Alex Miller. The party was hosted by Davis Bates and Lexie Jay.
