REINVIENTING BRANDS WITH EVERY STITCH///

Frayed Needle, created in 2015 by Brian Antonevich in Boston, MA. A one-of-a-kind up-cycled denim clothing brand. RIP IT, STITCH IT, PUT IT BACK TOGETHER!This is exactly how Dead Horse rebranded and relaunched Frayed Needle after COVID.

First, our design team designed the Frayed Needle logo to encompass the raw, edgy, rock' n’ roll voice of the brand. Following the logo and brand vision, we designed a photoshoot treatment with models that reflected the edge of the brand. After tightening all of these elements together, we were able to launch successfully on all social media platforms (FB + IG). As well as launching the FN Brand into the online retail space and connecting socials to a fully integrated web shop, www.frayedneedle.com, designed by our design team.

After the FN logo, photos, socials, and website were cohesive and reflected the brand 100%, we moved into implementing a tight media launch plan to introduce the brand. This launch into the fashion world brought several podcasts opportunities, magazine coverage, and social media collaborations, including The Garnette Report, Fashion Rewired, and Beauty News NYC to name a few.

To utilize the brand's roots in up-cycled fashion, our press team launched a campaign to follow during National Upcycling Day 2022 with press coverage from Unnamed Project and The Garnette Report. During this time, our brand management team secured a partnership with NYC’s SOHO Showroom, Flying Solo. Flying Solo is known for it’s high profile clientele and is a go-to for celebrity stylists. Through this partnership, FN was able to secure publications in Blouder Magazine, Selin Magazine, Weekly Style Magazine, and more. While expanding the clientele through Flying Solo, our Dead Horse Team secured several celebrity custom design orders independently with Quinton Griggs, Ryan Cook, Post Malone, Tina Hendrix, Keith Harkin, and more.

With such strong feedback in the music scene, the Dead Horse team took a final step to ensure the success of launching the brand into the fashion industry - a showroom partnership with Molly & Gidget, a women’s red carpet custom designer in Nashville, TN, the mecca of country music fashion. Launching their partnership in February 2023, Frayed Needle is now being considered - DENIM TO THE STARS. Learn more about the brand at www.frayedneedle.com.