Trending PR Campaigns
Theo Rossi Wears Prison Blues to Bruton Premiere
For the US premiere of *Bruton*, Theo Rossi wore jeans and a work jacket made by incarcerated workers through Prison Blues, an Oregon clothing programme. The red-carpet choice linked the film’s story of incarceration and second chances to the people behind the clothes, drawing attention to their work and training programme.
Why it worked: It hijacked a red-carpet photo moment with a values-laden twist—celebrity wardrobe as activism—backed by concrete rehabilitation stats and first-person stakes.
The lesson: Consider pairing a high-visibility ritual with a counterintuitive product choice and one arresting stat; script one quotable line that names the makers.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| complex.com | ‘Sons of Anarchy’ Star Theo Rossi Wears Prison-Made Clothing to ‘Bruton’ Premiere | Thursday 5th November, 2026 |