Among the broad range of products, the white shirt remains as PYE’s signature that stands the test of time. To celebrate PYE’s 30th anniversary, we created an online campaign that revolves around the idea of ‘white’.
‘What does white mean to you?’ That is the question we ask on the campaign site. We prepared 30 different images and invite people to choose and define one of the ‘whites’.
Each day, for 30 days, PYE selected its favourite definition of white, with the winning participants receiving an exclusive gift for their participation.