Manchester-based Clothes2Order, the provider of custom-branded clothing, has launched its first-ever brand campaign, introducing a new character, Mr Consequence, who arrives to deliver a simple message: if your team isn’t dressed professionally, you’ll pay the price.
Created by Fearless Union, the campaign marks a bold shift for the brand, which has built its reputation on performance marketing and customer service excellence behind the scenes. With more than 28,000 five-star Trustpilot reviews and a Real Living Wage workforce powered by renewable energy, Clothes2Order is now stepping into the spotlight with a campaign designed to raise awareness and reframe the role of workwear, and the brand itself, in the modern business environment.
Although aimed at both b2b and b2c audiences, the ad subverts the usual b2b expectations of corporate stuffiness and uses humour to communicate the message.
At the heart of the campaign is a darkly comic TV ad, airing now, in which Mr Consequence, a suave, diminutive enforcer with a haircut from a bygone era and a bone to pick, appears at a florist’s that gets everything right… except the uniform. Chastising the t- shirted owner, Mr Consequence snips away at bouquets, kicks over displays, and criticises him for not ordering custom-branded workwear for their business. The message is clear: Don’t let your hard work be undone by a lack of professional presentation.
The comedic tension between the two characters – one a quirky, surreal eccentric lead who embodies the stakes of getting it wrong, even when everything else is right, the other deadpan and quietly exasperated – amplifies the absurdity of the situation while keeping it grounded in real business insight.
The campaign is running across digital, social, and TV from this week.
Simon Turner, marketing director at Clothes 2 Order, said: “This was the moment to go big. We’ve built our reputation on service and reliability, but we knew that to take the brand to the next level, we needed a campaign that was brave, memorable, and culturally sharp. Mr Consequence does exactly that. He’s a wake-up call wrapped in a snazzy suit.”
Mark Campion, creative director at Fearless Union, said: “We wanted to create a character who could cut through the noise – literally and metaphorically. Mr Consequence is absurd, theatrical, and just the right amount of unhinged to make people sit up and rethink how they present their business. It’s a campaign that’s as bold as the message it delivers.”
