1,500 Posters of Goats Having Sex Promote a Sustainable Cashmere Brand's First NYC Store

1,500 Posters of Goats Having Sex Promote a Sustainable Cashmere Brand's First NYC Store 

Naadam shows exactly how it's scaling its business

How does the world get more cashmere? By letting cashmere goats bone and making more cashmere goats.

A cheeky new out-of-home campaign from online retailer Naadam, opening its first brick-and-mortar location this week, is proselytizing that natural fact by papering hip New York City neighborhoods with posters featuring a pair of goats doing the deed. The even-cheekier tagline: “Sustainable cashmere, coming soon.”

The posters, created with design studio Bobby Redd, launched Sept. 1 in areas including Manhattan’s Lower East Side, East Village, Greenwich Village and Soho, along with Brooklyn’s Williamsburg. A second wave went up in the past week, for a total count of 1,500 around town (Mobly Media is handling placements).

Headshot of Gabriel Beltrone

Gabriel Beltrone

Gabriel Beltrone is a frequent contributor to Adweek.