by Stephen Garner

Premium denim brand Joe’s is utilizing Instagram’s new “checkout” and “reminder” features as it unveils its second collaborations with New England Patriots wide receiver Julian Edelman and social media influencer Danielle Bernstein of WeWoreWhat.

Checkout on Instagram lets people purchase Joe’s limited-edition collections without leaving the application. And, by enabling reminder notifications in advance of the official releases, the brand is hoping to convert potential customers the moment the products are available for sale.

“The way people shop is quickly shifting to adapt to their on-the-go lifestyle and so many of our customers are learning about our product via social media,” said Jennifer Stender Hawkins, senior vice president of marketing and innovation for Joe’s Jeans. “We are excited to be one of Instagram’s early testers to utilize checkout and reminder notifications with Danielle and Julian, which will allow our shoppers to get Joe’s limited-edition product quickly where they’re seeing it – on Instagram.”

The Instagram feature allows Joe’s, Bernstein, and Edelman to add a reminder sticker for new product launches to their Instagram stories. They can also add a tag to Instagram feed posts to let followers enable reminders for launches and learn more about the product and launch timing. If they opt-in, they’ll receive push notification reminders both 24 hours and 15 minutes before the drop for the product they want. Customers who shop the drop are directed to purchase through checkout on Instagram.

“I’m proud and excited to be launching my collaboration with Joe’s, utilizing the new Instagram Checkout and Reminder features,” said Edelman. “This creates an all-new way to give my fans a first to market opportunity to shop. I look forward to utilizing this technology and redefining the way that campaigns like these are launched successfully via social media.”

Edelman, who has been the brand’s campaign face since 2017, has launched his second capsule with Joe’s. The collection features tops, outerwear, denim, and a signature leather bomber — all styles and silhouettes readily found in Edelman’s closet.