Knit Karl

Agency: Extreme Agency
Managing Partner: Julien Puerta
Creative Director: Till Aurousseau
Art Director: Pauline Vanel
Copy Writer: Anatole Bonnafous
Designer: Rodolphe Go
Manufacturing Manager: Jérémie Richard
Business Director: Laure Teyssandier
Account Director: Typhaine Castex
Communication Manager: Alexandra Debackère
Account Manager: Mathilde Carayon
Photographer: Olivier Foeller
Location: France
Project Type: Produced
Client: The Woolmark Company
Product Launch Location: Global
Packaging Contents: Wool, knitting needles, limited edition pin
Packaging Substrate / Materials: Box with pure Australian Merino wool

The house of KARL LAGERFELD and The Woolmark Company, accompanied by Extreme Agency, unveil KNIT KARL: the last project validated by the Karl Lagerfeld.

Knit Karl is the first DIY knitting kit imagined by a fashion designer. This project incarnates and extends Karl’s will to democratize fashion and make it accessible to all, but it’s also a beautiful posthumous tribute in the spirit of the trendsetting Kaiser.

Only 777 boxes are available worldwide. They cannot be bought, but they can be won. A real treasure hunt imagined by Extreme Agency deployed in more than 14 countries by the teams of The Woolmark Company and the house of Karl Lagerfeld.

From Paris to New York, Los Angeles to Shanghai, in the press, on influencer social media or even throughout street marketing operations, 777 codes will be revealed for one month. Each one will allow access to a random draw for a chance to win one of the kits.

What’s Unique?
The kit, entirely conceived and designed by Extreme Agency, contains everything necessary to finish one of the 4 exclusive pieces of the capsule collection designed for the occasion: a pullover, a scarf, a cap and a headband. A collection made from pure Australian Merino wool and customizable thanks to limited edition pins.