Sliding Doors was the agency that first seriously introduced headphones as fashion and lifestyle accessories with the launch of Urbanears. Prior to this, headphones were viewed as functional, audiophile products. We launched this disruptive Swedish brand with a campaign aiming to change the perception of headphones. We focused on the Urbanears fashion credentials and array of colours / textures, while also highlighting sound quality and unique features. At the same time, our founder James became the exclusive UK sales agent for the brand, becoming the first agent globally to sell Urbanears into Urban Outfitters, as well as securing accounts with Selfridges, Harvey Nichols, The Conran Shop, John Lewis, Fenwicks, Heals, ASOS, Top Man, Quiksilver, Ann’s Cottage Surf, HMV, Dixons, Currys, and a long list of credible independent retailers.
Our PR campaign saw Urbanears trending with coverage in i-D, The Sunday Times, The Guardian, The Telegraph Men’s Style, The Observer, Sunday Telegraph, You Magazine, Mode, Wallpaper, Dezeen, Fabulous Mag, FHM, Harpers Bazaar, Glamour, Stylist, Grazia, Huck, Clash, DIY, Mixmag, T3 (cover), Gizmodo, Joe.ie, The Gadget Show, Sunday Brunch, and many more.
We launched a number of models during the years representing Urbanears, including Plattan, Tanto, Medis (in-ear), and Zinken (DJ Model). Alongside some smart marketing from Urbanears, our campaign was integral in positioning headphones as essential fashion / lifestyle accessories.
