Boodywear
Boody Eco-Wear
Clothing to feel good about.
A four-year marketing partnership: repositioning Boody for the US market, then building and running the channels to sustain it.
Market setup · 2016 → 2019
Arriving in a new market.
Boody had built a thriving business in Australia. The North American customer was a different person.
The brand ran on young, flirtatious imagery and standard-issue casting. The bestseller was a women’s classic bikini in a size large. The tone was cheeky, not conscious.
The US shopper bought at Sprouts, at the local co-op, at Ace Hardware. She was picking between brands on the basis of water use and fair labor, not on the basis of body shapes.
The ethos of the Australian brand and the person we were trying to reach in the US were not the same person. That was the first problem to fix.
Boody is clothing to feel good about.
US positioning, 2018
The framework · Dual pillar
Good for you. Good for the planet.
Every asset we shipped mapped to one of two pillars. A deliberate 60/40 split let us win on what Boody already owned, while carrying the mission in public.
The everyday benefit.
Softness, fit, repeat wear. The thing Boody was already winning on, shot to feel owned instead of displayed.
- Product
- Underwear, basics, lounge, socks
- Hero fabric
- Viscose derived from bamboo fiber
- Claim
- Softer than cotton, wash after wash
- Proof
- Rewear notes, wash retention, fit repeatability
“Softness is a claim people forget. The product reminds them.”
The unglamorous supply chain.
Closed-loop yarn, low-water manufacturing, OEKO-TEX certification. The work nobody sees that makes Boody Boody.
- Fiber
- Viscose, closed-loop yarn process
- Water
- Low-water vs. conventional cotton manufacturing
- Cert.
- OEKO-TEX, chemistry screened across the supply chain
- Label
- Not "bamboo clothing." Viscose derived from bamboo.
“The planet half earns the you half. Not the other way around.”
Two pillars, one framework. Every asset across social, email, and the site carried one of the two. That is what kept the brand coherent across four years and four channels.
One shoot. Four years of feed.
We ran one in-studio production for Boody. The hero frames for the first US campaign came out of it. The rest of what reached the feed was the rolling part of the program: monthly editorial curation in collaboration with a photographer, designer, and writer, held to a single content standard.
Below: the one studio production, then forty-eight months of the feed.
Studio · One production
The basics, cleanly shot.
01
In-house production
Direction + photo · Workhorse Studio
Program 02 · Boody Active
Boody Active.
A full campaign launch. A dedicated photoshoot. The launch film and the cutdown library. A landing page, a value-prop system, and a macro-tier creator program that carried the first week.
Shoot · Leggings
Shoot · Tops
Film · Launch
Creator · Takeover
Program 03 · BoodyBaby
BoodyBaby.
A sibling brand for infant basics. Started earliest, scaled into a parenting influencer and UGC program with its own hashtag. Three years, 250+ posts, held to the parent system.
#boodybabyUS
Seasonal · gift
Parenting roster
Crossover
Program 04 · Naturally You
Naturally You.
A seasonal campaign that earned its own visual system. Casting, art direction, photography, a palette, a botanical element kit, and the rollout across every surface.
Social · launch
Landing page
Email drop
Influencer
Email as brand, not just sales.
We rebuilt Boody’s email system on Klaviyo: new sales templates, a new onboarding series, a monthly newsletter with its own editorial voice.
The newsletter held above a 20% open rate for the life of the engagement, which is not a number you sustain on discounts alone.
20%+
Open rate, sustained
Klaviyo
Rebuilt from scratch
Monthly
Editorial newsletter
By the numbers · 2016–2019
Four years, measured.
A brand reposition, a content engine, and an influencer program that kept pace with both, held to the same editorial standard as the rest of the work.
01 · IG followers · Year 1
Added in the first year under our management.
02 · Creators managed
Across five campaign shapes and two creator tiers.
03 · Influencer impressions
Earned media from content we briefed, reviewed, and aligned to the framework.
04 · Email open rate, sustained
Monthly newsletter. Held for the life of the engagement, not discount-driven.
Production ledger
2016 – 2019
Active marketing partnership
Strategy, content, channels, creators — all run end-to-end.
Campaign shapes in rotation
Content, giveaways, takeovers, exclusives, follow-growth.
Product-to-values content ratio
Every asset mapped to one of two editorial pillars.
Original posts produced
Writing, photo, design, stories — cross-channel across the engagement.
Photo and video productions
Campaigns, launch films, product shoots, creator content direction.
Brands under one framework
Boody US and BoodyBaby. Same system, different voice.
Figures reflect the managed program window, 2016–2019. Campaign-level partnership continues.
What are you working on?
Studio for founders, experts, and the institutions they run.
Living, working brands. Built with your team to keep growing.