This week GH Bass & Co. took a big leap into fashion relevance with a new ecommerce site and Weejun-focused marketing campaign called “Power To The Penny.”

Bass has also created a “Penny Yourself” Facebook application as part of its social media strategy, and is also getting into philanthropy with “Pennies Toward Progress,” which benefits the I Have A Dream Foundation.

The new campaign includes this promo video:

Bass appears to be confident the penny loafer is due for a fashion revivial, and has come up with variations on the Weejun including camo, denim and buffalo check. Here’s the brand in a release:

… the Fall 2013 campaign embodies the brand’s preppy meets outdoor heritage featuring four models who personify the G.H. Bass & Co. style point of view.  Each spread juxtaposes a customized penny that plays off each pair of Weejuns showcased, turning the classic penny into an expression of personal style.

There’s no sign yet of the US-made versions we wrote about in March, however. While we await them, web copy such as this carries a certain irony-cringe factor:


For history on how the Weejun was introduced to the marketplace, check out Christopher Sharp’s superb article from this spring. — c C m