Beirut, June 2013- American Eagle Outfitters, a leading global specialty retailer, offering high-quality, on-trend clothing, accessories and personal care products at affordable prices, executed a clean graffiti campaign for the first time in Beirut this May.
Taking a cue from the “Wash Me” messages scrawled on the back of dirty cars, clean graffiti artists inscribe dirt-covered surfaces with images using scrub brushes, scrapers and pressure hoses instead of damaging material such as ink or harsh chemicals and paint. The green initiative is the first of its kind to be implemented in Lebanon, which could greatly benefit from clean forms of expression. Rami Mouallem, the renowned Lebanese graffiti artist, used small cotton buds to draw this 5 x 3 meters design.
This new technique has been spotted and shared on various social media portals such as Instagram via on #LLB_AEO and Facebook. The successful digital competition, run by American Eagle Outfitters, invites young people to post images of the graffiti for a chance to win a prize.
The eco-friendly graffiti was carried out in Achrafieh and portrays Beirut’s skyline, along with the brand’s logo. Fun and interactive campaigns for the youth are not a novelty for American Eagle Outfitters, and the clean graffiti event is part of a huge digital campaign for the launch of a new American Eagle Outfitters store in Beirut City Center, its 3rd location in Lebanon after Kaslik and Hamra, which on the heels of the brand’s new summer collection, easy-going; fun-in the-sun clothing for men and women.