Dame D.O.L.L.A. Album Merch
Portland streetwear brand Seven Seven collaborated with NBA superstar Damian Lillard to release The Town Pack, a merch bundle aimed at boosting sales for his third studio album, Big D.O.L.L.A. Before the album's release, the team at Seven Seven pitched several apparel concepts to Lillard's management. Two t-shirt designs were well-received and then refined with the assistance of their designer, Mooyagi. The resulting collection, named The Town Pack, featured two t-shirts paying homage to the sports teams from Lillard's hometown of Oakland, CA.
To maximize the album's success, the collection was initially sold at cost for the opening week, allowing fans to purchase the album and a t-shirt for only $15. The Town Pack was a resounding success, with both t-shirts becoming the site's top sellers and contributing to Big D.O.L.L.A.'s debut on several Billboard charts, including an appearance at 68 on the Top Album Sales chart.
One of the t-shirts, the Clubhouse Tee, gained additional visibility when worn by Lillard in the official music video for the song "Dre Grant." It received praise on ESPN's NBA show The Jump and was also featured during Lillard's memorable performance at the 2020 NBA All-Star weekend.
"Dre Grant" Music Video
The official music video for "Dre Grant" celebrates the unique culture and passionate individuals in Damian Lillard's hometown Brookfield Village community of East Oakland. The day before filming commenced, Seven Seven's team received a request from Lillard's management: he wanted to wear the Clubhouse Tee in the video. Despite the tight deadline, Seven Seven managed to remotely organize a run of shirts printed in Oakland and delivered them to the set in time for filming. The team collaborated closely with Lillard's stylist to ensure that all quality standards were met and that size and fit were perfect.
Thank You!
DESIGNED BY ALFONSO CASTILLO
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