• by Larissa Faw , July 30, 2014

Br4ss, a lifestyle men's brand that sells socks, cologne, and underwear, is forming a strategic media partnership with California-based The Go Big Project production company that specializes in developing content for leading-edge brands such as 20th Century Fox, Oakley, GoPro, HBO, Red Bull, ESPN and Volcom.

Now, this partnership enables Br4ss to create content, but also to work with Go Big's team on content distribution through channels like Hulu and traditional cable.

"The Go Big Project is the ideal partner to fuel Br4ss' growth," says Rocky Romano, Director, The Go Big Project. "Our proven production team will work alongside their branding, marketing and creative team to create innovative new content built around the Br4ss brand, while engaging customers across multiple media platforms. The partnership between Go Big & Br4ss will firmly establish the brand at the forefront of content and commerce."

Indeed, this partnership underscores a key priority for Br4ss to align with like-minded companies to raise its awareness. The brand has previously developed unique marketing projects alongside Crooks & Castles, Monster Energy and Creative Recreation.

Still, this alliance differs from earlier efforts when both sides realized they would be stronger in a more permanent arrangement than working separately or for a one-off project. "Since we already had an apparel brand going (Br4ss) and [Go Big] already had content creation handled, it only made sense for each of us to focus on our immediate strengths and we agreed that content + commerce were coming together and that we could be on the cutting edge of market innovation by working together on Br4ss," says Br4ss' Travis Siflinger. "If our theories were proven to be successful, then we can test this around multiple other concepts."

Meanwhile, the brand has signed professional big wave surfer Nic Lamb as its first official Brand Ambassador. Lamb will be a part of the brand's upcoming product design and related projects including an "Oceanic Themed" ad campaign in which he will model the newest styles of fitted boxers, socks and colognes. Br4ss will also custom design an iconic surfboard for Nic Lamb.

Br4ss is also expanding upon its distribution, adding additional U.S. specialty retail chains and select international markets. Last month, Br4ss announced a new licensed partnership with Keepers International to design, manufacture, and distribute premium men’s socks under the Br4ss brand name.

Next month, Br4ss and Go Big will be on hand to present the brand to the industry for the first time at Project @ MAGIC, the fashion and apparel industry tradeshow in Las Vegas.

"As content and commerce collide, it is important that we create culture and work with only the best to thrive in a challenged and complacent market place," says Siflinger .