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Avery Dennison starts Future of Denim Branding Competition
07 Oct '14
3 min read
Avery Dennison Retail Branding and Information Solutions (RBIS), a global marketer in apparel branding, labelling, packaging, embellishments and RFID solutions said it has launched a Future of Denim Branding Competition.
The competition has been unveiled in collaboration with ARTS THREAD, a digital platform designed to connect students, graduates, institutions and industry exclusively in the field of design.
This first-of-its-kind competition will be judged by some of the top influencers in the denim industry, including the ‘Godfather of Denim’ - Adriano Goldschmied and denim experts from Levi’s, Calvin Klein, and Karl Lagerfeld, as well as industry media, including The Stranded Sailors and WGSN.
The competition which targets design students and recent graduates from across the globe, entrants will be tasked with designing the branding for a five-pocket jean by integrating intelligent branding with design creativity.
The goal of the Future of Denim Branding Competition is to help change the way the industry thinks about denim branding and set a new standard. “Garment branding can have a significant impact on consumer perception and purchase intent,” Avery Dennison RBIS said.
According to the ‘Power of Branding Solutions’, a recent global research study released by Avery Dennison RBIS, on-garment branding through labels, tags, and packaging, can help increase consumer purchase intent by an average of 17 percent.
“Through the Future of Denim Branding Competition, Avery Dennison RBIS hopes to inspire emerging designers to combine intelligent branding with design creativity to tell an exciting brand story,” said Tim Voegele-Downing, Global Creative Director at Avery Dennison RBIS.
He added, “RBIS has encouraged and empowered innovation in branding among young designers through other initiatives like the WGSN Global Fashion Awards, for example, but this is the first that focuses exclusively on denim. We’re looking for a designer who thinks outside the patch, setting a new standard for denim branding.”
Avery Dennison RBIS will provide the winner with a paid internship with the RBIS creative team. Through this experience, the winner will have the opportunity to bring his or her design and branding to life, witnessing the ideas evolve from artwork to sampling to the finished product on a pair of jeans.
Open to undergraduate and graduate students, the competition will call for entrants to design branding for a standard five-pocket jean. Submitted designs will be evaluated by an expert panel and a group of top 10 finalists will be chosen.
Finalists will then be sent a pair of jeans to customize using the Avery Dennison RBIS UNITI DENIM demonstration brand. The jeans will be a blank slate, with the goal to encourage creativity and incorporate a variety of techniques and materials to drive original design ideas.
The winner will be announced at a grand finale industry event next summer, showcasing the winning design and final product to denim experts around the world. (AR)
The competition has been unveiled in collaboration with ARTS THREAD, a digital platform designed to connect students, graduates, institutions and industry exclusively in the field of design.
This first-of-its-kind competition will be judged by some of the top influencers in the denim industry, including the ‘Godfather of Denim’ - Adriano Goldschmied and denim experts from Levi’s, Calvin Klein, and Karl Lagerfeld, as well as industry media, including The Stranded Sailors and WGSN.
The competition which targets design students and recent graduates from across the globe, entrants will be tasked with designing the branding for a five-pocket jean by integrating intelligent branding with design creativity.
The goal of the Future of Denim Branding Competition is to help change the way the industry thinks about denim branding and set a new standard. “Garment branding can have a significant impact on consumer perception and purchase intent,” Avery Dennison RBIS said.
According to the ‘Power of Branding Solutions’, a recent global research study released by Avery Dennison RBIS, on-garment branding through labels, tags, and packaging, can help increase consumer purchase intent by an average of 17 percent.
“Through the Future of Denim Branding Competition, Avery Dennison RBIS hopes to inspire emerging designers to combine intelligent branding with design creativity to tell an exciting brand story,” said Tim Voegele-Downing, Global Creative Director at Avery Dennison RBIS.
He added, “RBIS has encouraged and empowered innovation in branding among young designers through other initiatives like the WGSN Global Fashion Awards, for example, but this is the first that focuses exclusively on denim. We’re looking for a designer who thinks outside the patch, setting a new standard for denim branding.”
Avery Dennison RBIS will provide the winner with a paid internship with the RBIS creative team. Through this experience, the winner will have the opportunity to bring his or her design and branding to life, witnessing the ideas evolve from artwork to sampling to the finished product on a pair of jeans.
Open to undergraduate and graduate students, the competition will call for entrants to design branding for a standard five-pocket jean. Submitted designs will be evaluated by an expert panel and a group of top 10 finalists will be chosen.
Finalists will then be sent a pair of jeans to customize using the Avery Dennison RBIS UNITI DENIM demonstration brand. The jeans will be a blank slate, with the goal to encourage creativity and incorporate a variety of techniques and materials to drive original design ideas.
The winner will be announced at a grand finale industry event next summer, showcasing the winning design and final product to denim experts around the world. (AR)
Fibre2fashion News Desk - India
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