TH took to the road with Silver Jeans to embark on the We. Fit. Road Trip, touring a retrofitted, vintage Airstream trailer to The Minnesota State Fair for four days. Upon arrival, attendees were greeted by a team of We. Fit. Brand Ambassadors, who introduced the We. Fit. Challenge and explained the unique Silver Jeans range of offerings. Inside the Airstream, participants were encouraged to meet with a fit specialist who helped them solve their toughest denim dilemmas while offering 30% off any purchase made in-store or online. Once their fitting was complete, consumers received a tote bag to carry home their new jeans, choosing from four screen-printed designs, which were customized live on-site by a team of screen printers. Attendees were also invited to participate in a gif photo op, with pics being shared socially on Facebook, Instagram and Twitter.