To coincide with the 2019 European elections, ABOUT YOU is speaking out about the importance and value of the right to vote. With ‘ABOUT YOU(R) CHOICE,’ the fashion online shop is continuing to take a stance and share values in its marketing. The company recently advocated greater liberty, self- determination, and a community founded on tolerance and diversity with its ‘Freedom’ campaign. Now, ABOUT YOU is building on this in the run-up to the European Parliament elections. Together with the well-known Hamburg advertising agency Kolle Rebbe, it has developed a brand campaign promoting greater political participation.

“The fundamental freedoms of the EU are essential for us as an e-commerce company which operates throughout Europe—ABOUT YOU would definitely not be as big as it is now if the European Union didn’t exist. With that in mind, we see the European elections as an opportunity to take responsibility and make a statement for greater political engagement,” explained ABOUT YOU co-founder and co- CEO Tarek Müller.

‘ABOUT YOU(R) CHOICE’ is a distinctive combination of the strong brand ethos and principles held by the online-only retailer, which currently operates in seven European countries. It is due to commence operations in two additional European markets this year. According to the firm, the online fashion store is due to be launched in Slovakia in June, followed by a rollout in Romania this fall. With its clear message, ABOUT YOU succeeds in credibly transporting the European values of freedom, community, and diversity in its pro-vote campaign. These values are also reflected in the campaign symbol—‘The Choice Shirt’ created exclusively for ABOUT YOU by the Danish fashion designer Henrik Vibskov. “The design of the T-shirt features various democratic symbols and is intended to show that each person’s voice should be heard,” explains Vibskov. The launch of the colorful statement tee is being accompanied by a special promotion which also marks the beginning of the large-scale European election campaign. To highlight what it means to have no choice, customers who visit ABOUT YOU on May 14, 2019—just a few days before the European elections—will only be able to purchase ‘The Choice Shirt’ instead of selecting from the usual extensive range of 200,000+ articles. This promotion aims to highlight the importance of the right to vote as a privilege and an expression of freedom—one which is worth protecting by voting in the European elections. Each customer who buys a T-shirt will also receive a voucher offering a discount equivalent to the turnout percentage, providing an additional incentive to go to the ballot box.