This is Our Code.

A bright new future is emerging at San Francisco men’s clothing line NICE Collective, and they need to share it with the world. Founded in 1997, the company traveled from a small boutique label to a major force at NYC Fashion Week. Along the way, they forged a set of principles, or a code, to guide their journey. For over twenty years, these ideas remained an internal mantra, but as times changed, it became important to share that mantra with their fans – to reveal the coded acronym that had been hidden in plain site. Timed with the opening of their first permanent retail location, the NICE SHOP, and a refresh of their online store, NICE Digital, F&F created a brand video (narrated by Gavin Rossdale with music by Alessandro Cortini) as well as content for their site and social marketing.