This Is Our Code

The Ask

Founded in 1997 this iconic men’s clothing line, has traveled from boutique label to industry force. Along the way, N.I.C.E. forged a set of principles to guide their journey— a coded acronym hidden in plain site.

The Approach

Timed with the opening of their first permanent retail location (N.I.C.E. SHOP) and a refresh of their online store (N.I.C.E. Digital) we launched this brand story. Created with the talent crew at Form & Fiction. Narrated by Gavin Rossdale with music by Allessandro Cortini.