Jung von Matt and Hakro focus on quality with Kool Savas
The corporate wear brand Hakro is positioning itself in the merchandise segment with a new campaign. The campaign centers on German rapper Kool Savas, who showcases the brand’s Label-Free collection. Jung von Matt Limmat handled the concept and creative direction, while Confgrd from Stuttgart provided strategy and consulting.
The corporate wear brand Hakro is positioning itself in the merchandise segment with a new campaign featuring the German "King of Rap" Kool Savas. The campaign shows how textiles can be authentically translated from the corporate context into urban culture.
The campaign focuses on Hakro's label-free collection: high-quality products without neck or flag labels. The products are intended for brands, artists and companies that want to individualize textiles as merchandise or workwear and focus on quality and durability. Kool Savas as a testimonial is no coincidence: the musician has been delivering rap at the highest level for decades and is considered one of the most influential rappers in Germany.
The eyes of the city
In the campaign, public cameras follow Kool Savas in Berlin. There and via these cameras, which represent the eyes of the city, Savas shows his fan base the merch. The message that unites Kool Savas and Hakro: "Quality bears your name".
The connection between Hakro and Kool Savas began last year: Hakro was the official merch partner of the 50 Years of Kool Savas Tour in 2025 and outfitted the entire crew.
Common values as a basis
"Savas wears Hakro because our brand matches his own values: Quality, conviction and pride in his own work. This shared attitude gave rise to the idea of a collaboration," says Danny Jüngling, member of the Hakro management team.
"This interaction was also relevant when selecting the agency partners," adds Carmen Kroll, Managing Partner. "Confgrd impressed us with their empathy and entrepreneurial understanding and, with the creative excellence of Jung von Matt, proved that they had found the right configuration for our task."
The campaign has been running since March in Germany, Austria and Switzerland via social media and in print in selected trade magazines. It is complemented by an adapted product campaign.
Responsible at Hakro: Danny Jüngling (Member of the Management Board), Carmen Kroll (Managing Partner). Responsible at Jung von Matt Limmat: Concept and creation. Responsible at Confgrd: Strategy and consulting. External partners:inside: Paul Fanger (Director), Lenn Ànton (Photographer), Simon Berger (DOP), 27km (Production), OneHundredBerlin (Post).
