Clothing is often seen as a means of expressing individuality and boosting confidence, but for many, choosing what to wear can be a source of stress. Recognizing this, Take Me Fishing, a national brand from the Recreational Boating & Fishing Foundation, has partnered with sustainable fashion brand Rentrayage to launch an initiative that turns unwanted clothes into a unique, fishing-inspired clothing line called the “Second Catch Collection.”
Say hello to the “Fishionistas.”
This collection aims to inspire the next generation of women to find confidence and self-assurance through fishing and boating.
To kickstart this initiative, an all-call anthem video, created by Colle McVoy, has been released to encourage clothing donations. People can visit Take Me Fishing’s website for donation details, including access to paid shipping labels. Watch the video, directed by Effy Kawira, below:
REELated:
“Rentrayage was born out of the concept of reimagining what has already existed, and creating beauty and value, new shape, new form, new style from what has been discarded,” said Erin Beatty. “We regenerate and renew every day, so having the opportunity to apply that to fishing pieces that can help women and girls gain confidence in the outdoors was a new and exciting opportunity for us.”
Behind the Scenes
The anthem video, directed by Effy Kawira, uses water as a living symbol of renewal. Lydia Choi, Colle McVoy’s Creative Director, explained, “Effy’s vision for an underwater shoot captured the essence of renewal beautifully. The shoot took place over two days, one in a middle school pool and another at the border of Minnesota and Wisconsin, where we faced natural challenges but also created memorable moments.”
The anthem’s script underwent numerous revisions to find the perfect words. Choi highlighted a poignant line: “the anchor of the past lifts. I rise, renewed.” This line reflects the campaign’s deeper meaning, encouraging people to let go of preconceived notions and embrace new opportunities.
Collaboration with Teen Vogue Designer
Take Me Fishing has also teamed up with a Teen Vogue Generation Next Designer who has a lifelong passion for fishing. In a four-part video series, she will document her journey, sharing how fishing inspires her aesthetic and creating a piece for the Second Catch Collection under the mentorship of Rentrayage’s Founder and Creative Director, Erin Beatty.
Supporting Women’s Confidence and Participation
The Second Catch Collection supports Take Me Fishing’s “Find Your Best Self on the Water” campaign. Research conducted by Take Me Fishing in partnership with Ipsos found that women who fish exhibit greater grit, confidence, and self-esteem compared to those who don’t. In 2023, female participation in fishing reached a record high of 21.3 million, though women still only make up 37% of all anglers.
The Second Catch Collection will debut in August 2024, with pieces being donated to the Lower Eastside Girls Club in New York City.
CREDITS:
BRAND: RECREATIONAL BOATING AND FISHING FOUNDATION
- Rachel Piacenza, Senior Director, Marketing
- Bruna Carincotte, Director, Public Relations & Communications
- Joanna Lario, Sr. Digital Marketing Manage
- Stephanie Vatalaro, Strategy & Operations SVP
- Dave Chanda, President & CEO
- Charles Neville, Sr. Manager of Digital Operations
- Monica Gamboa, Social Media Manager
- Claudina Hannon, Digital Content Manager
AGENCY: COLLE MCVOY
- Ciro Sarmiento, Chief Creative Officer
- Dustin Black, Executive Creative Director
- Lydia Choi, Creative Director
- Greta Hatzung, Designer
- Lauren Colasanti, Associate Creative Director, Copywriter
- Kari Grundman, Senior Art Director
- Laurel Osman, SVP, Integrated Production
- Mike Schwab, SVP Group Director, Client Leadership
- Dave Fransen, SVP, Exponent
- Andrew Miller, VP, Group Earned Creative and Media Relations Director
- Merideth Hagerty, Associate Earned Creative Director
- Jess Coyne, Account Supervisor, Creator Marketing
- Matt O’Keefe, Account Supervisor, Earned Media
- Sarah Baldus, Associate Account Director
- Katie Huls, Account Supervisor
- Alli Bolger, VP, Group Brand Strategy Director
- Hannah Erickson, Project Manager
- Carl Martin, Editor
PRODUCTION COMPANY: Goldmime
- Director: Effy Kawira
- DP: Kyle Moe
- EP/Line Producer: Kristin Langerud
- Production Manager: Taylor Dale
- Production Coordinator: Lily Eusebio
- AD: Molly Worre
- AC: Brian Suerth
- Second AC: Erin Lemair
- Gaffer: Michael Handley
- Electrician: James Schaidler
- Key Grip: Joe Gallup
- Grip: Joe Slagerman
- Swing: Zach Green
- Wardrobe Stylist: Athanisa Nichols
- Wardrobe Stylist Assistant: Edith Raw
- HMU: Fatima Olive
- PA: Malia Bantz
- PA: Jason Rower
POST: Pixel Farm
- Topper Anton, Senior Producer
- VFX Supervisor: Tom Doeden
- Dave Sweet, Senior Colorist
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