The biggest day of summer

Outdoor brand Berghaus has launched a new social campaign in the run-up to Oasis’ hotly anticipated Heaton Park shows this July. Developed in partnership with strategic and social creative agency OK COOL, The biggest day of summer is a five-part series for Instagram and TikTok that taps into the culture, nostalgia and swagger of one of the summer’s most talked-about moments.
Rooted in the shared spirit of Manchester and Berghaus – grit, utility and unapologetic individuality – the campaign follows a week in the ever-unpredictable British summer, as someone searches for the perfect spot in the sun. Each short film captures a recognisable slice of life in Manchester, infused with a uniquely British sense of humour.
The campaign forms part of a wider moment for Berghaus, which dropped its SS25 Icons collection capsule in May. Highlights include the reissue of the Meru Mountain Jacket, worn by Liam Gallagher in Oslo, in 1996. Designed for the Heaton Park gigs and wider festival season, the range includes a reissue of the iconic Meru jacket alongside other classic pieces from the archive.
The aim is to put Berghaus at the heart of the cultural and style conversation around the Oasis shows – and the city that shaped both brand and band. The campaign is social-first and built to cut through, with content that lands emotionally and sparks conversation about the drop, the gigs and the scene surrounding them.
The biggest day of summer speaks to two key audiences: younger stylers and subculture enthusiasts aged 18–24, who’ve inherited their love of music and fashion from their parents; and Oasis fans aged 25–35+ looking to embrace the moment with nostalgia in the pieces they grew up wearing.
The series features a cameo by Manchester legend Bez of the Happy Mondays, and an appearance from creator Harry Hume (@garryflume), known for his irreverent take on gorpcore and men’s fashion. The full series will roll out until the 11th July – the date of the first Heaton Park show – with all posts boosted across Instagram and TikTok.
Ben Earnshaw, Content & Community Lead at Berghaus, said: "This summer’s shows are a cultural flashpoint – and we wanted to be right at the heart of it. With this campaign, we’re celebrating the Manchester mindset and the style legacy of both the city and the band. It’s about nostalgia, attitude and looking good while you’re living it."
Jolyon Varley, Co-founder and Global Head of Brand at OK COOL, added: "This is the kind of work we love to make: relevant, rooted in culture, and designed to make people feel something. It’s about creating something that resonates with people because it reflects their world. With Berghaus, we had a brand that’s genuinely part of the culture we’re speaking to, which gave us the perfect platform to build from."