The Great Bolo Exchange by Corteiz.

Sunday afternoon in London, it's business as usual for most of the streetwear brands as most retail locations are launching their current SS22 lines.

Oblivious to the sub 10 degree temperatures currently cloaking Europe, it's almost as if the capital’s consumers are already shopping for Summer, however one brand was willing to be realistic about the crippling weather conditions that the city is currently experiencing. A video posted on to their instagram was the kick off what is now known as the “Great Bolo Exchange”

The cryptic hint was out, people were deciphering the clues and taking to the streets. The

London-based brand came to the White City with the intention to give away loads of

unreleased Corteiz jackets, in exchange for people’s current jackets. The kids came out in full

force, handing over North Face, Supreme, Patta, Canada Goose, Moncler and more premium

outerwear pieces. Their guerilla tactics have pushed them to the top of the food chain in London

and as they continue to do limited physical events they have become the brand that would get you

@finflint

to leave your push notifications on just in case they are in your neighbourhood. Taking cues

from how rave culture was promoted in the late 80s and early 90s, this idea of following the

crowd to a unique location. The style of guerilla marketing is game changing and his exchange

just shows how valuable people perceive the brand - people were willing to give away their

jackets from the likes of North Face, without a second thought, for something more desirable

and customers were also given the ability to value their new item at their own judgement.