New Brand Film for digdeep

Dig Deep Originals Ltd. (digdeep) has just launched a stunning brand film that combines imagery of its Autumn/Winter 2010 designer streetwear range and some of its sporting ambassadors (digdeep Icons) with its core brand messages. The film was produced by former BAFTA winning producer Jason Loader.

‘We Believe’ is the first of a number of new films destined for digdeep’s recently launched YouTube channel. Its strong visual style is a major draw of the film but it’s the philosophy of the brand and a taste of the quality of digdeep streetwear products that are at its core.

“We wanted a vehicle with which to show off our new AW10 range in a way that would appeal to existing customers but also introduce new audiences to the brand,” said C.E.O. John Postlethwaite. “At the same time, the spirit of the company – to give that extra 10%, to always challenge yourself, to dig deep in sport and in life – needed to be got across appealingly and succinctly. This digdeep philosophy transcends throughout the whole company from our Great British inspired designs right through to our delivery at point of sale.”


digdeep… it’s not a performance, it’s a way of life.

Photo & video Copyright digdeep.

digdeep 2010 Autumn/Winter Campaign

digdeep successfully launched in April this year and is about to launch its second range.

The new campaign is very much “Urban Chic” and the new range has a more designer look and feel to it, continuing to use a sporting inspiration within our graphics and design.

The brand is summed up as being cool, casual and stylish, for young men who like the challenge.

The latest campaign was shot in an old paper mill on the south east banks of the River Thames to give a strong urban industrial feel to the new digdeep collection.

Both campaigns to date have been shot by Phil Knott: British bred, Brooklyn based photographer who has been producing images for over a decade: rich in content and creativity, Knott presents a style that is beautiful, raw, honest and soulful which fits well with digdeep philosophy.

digdeep is exclusively sold online.

Check out the collection here.

Photo, slideshow & text Copyright digdeep.

digdeep with a Challenge!

If you love the thrill of a trial rider, the dare-devil stunts of a street rider, then—digdeep!

UK street- and trial rider, Danny MacAskill, who has been taking the cyclist scene by storm, has just become the ambassador and brand icon for digdeep—the urban streetwear label of Britain.

Danny MacAskill originally hails from the Isle of Skye, where he began biking at the age of 4.

Working in a bike shop of Edinburgh, Danny spent the past 12 years practicing his street skills, becoming the most famous street cyclist and brand ambassador of digdeep.

Overcoming immense odds and obstacles, Danny is never afraid to dig deeper!

“All I think about, night and day, is looking for a spot to ride, I am thrilled to be working with a brand like digdeep that is all about giving 100% and that anything is achievable’’ exclaims Danny.

Danny’s skills perfectly portray the brand and image of digdeep, which is designed for the man that accepts a challenge, going beyond 100% and trekking that extra mile.

Photos Copyright digdeep.

Digging Deep with digdeep!

digdeep has launched and is taking the digital UK fashion world by storm!

It’s the moment Jonny Wilkinson kicked the winning goal of the 2003 Rugby World Cup...

It’s the moment Liverpool won that dramatic game in Istanbul in 2005...

It’s the moment Lewis Hamilton became the World Champion on the last lap of the Brazilian Grand Prix in 2008...

...it’s the moment they had to decide just how far they were willing to go…

digdeep is a fresh new online menswear fashion brand inspired by dig deep moments in sport. digdeep believes in the power to overcome and achieve; and we translate this into our clothing. The product is the ultimate in quality, style and detailing because we believe in giving 100%.

digdeep is for every man who likes a challenge. The brand aspires to build strong characters. It’s the difference between success and failure, between nearly and completely, it’s that last agonising 10% when you have to dig deep to succeed.

The essence of the brand is partially communicated through inspirational sporting quotations on some of the T-shirt graphics. This edgy and vibrant streetwear brand gives a real true value to those who wear it.

This is not just another fashion label, but a real lifestyle brand that will become familiar, instantly recognisable as it becomes associated with many sport icons.

digdeep will support several international sportsmen, as well as helping young and up-and-coming athletes in their quest to achieve their goals.

digdeep is a British brand with a real authenticity in every aspect. All the products are designed by their own British designers in their own studios in the historical town of Richmond up on Thames, a town surrounded by rich sporting heritage.

Their unique website is the exclusive retail outlet for digdeep streetwear and a huge effort in its development has resulted in a superbly designed and user-friendly shopping experience, which is fun and engaging for all sporty fashionables.

The site contains specially-selected sports news, a dedicated area for each of our digdeep Icons, incorporating interviews, images and video, as well as other informative and interactive elements relating to the company and their favourite historical dig deep moments in sport
digdeep wants people to be inspired by their brand, to identify themselves with it, and to make a positive change to their lives by wearing digdeep.

digdeep is not a performance brand, it’s a way of life!

Photo & text Copyright digdeep.