This was announced by the Grupp family of entrepreneurs on Wednesday afternoon on stage at the 'MyWay' conference in Berlin:
Charly the monkey, the legendary TRIGEMA brand ambassador, is coming back.
Bonita Grupp, Managing Partner of TRIGEMA: "Charly will become an AI fashion influencer. And he will remain our ambassador for uncompromising 100% Made in Germany, durability and top quality."
The first campaign with Charly the monkey will be launched in October. The work has been developed by the new TRIGEMA agency thjnk, which won a selection process at the beginning of 2024. Prompt artist and loved Chief Creative Officer Mieke Haase is responsible for the AI realisation.
Stefan Schulte, Chief Creative Officer at thjnk: "TRIGEMA is nothing less than a German icon. An iconic brand, an iconic family, an iconic testimony. We will try to make a contribution."
Hendrik Heine, Chief Client Officer thjnk: "100 per cent transparency, fair working conditions, local responsibility: no, this is not a new Gen-Z storybook brand. It's been the German legend TRIGEMA for decades."
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