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PROJECT New York, PROJECT Man putting a stake in ground
Dec '10
PROJECT is proud to announce its return to New York City on January 16 - 18, 2011, at 82 Mercer Street in Soho. An industry steward, fully committed to the evolution of the contemporary fashion industry, PROJECT is transforming the tradeshow experience with innovative and inspirational concepts designed to evolve its existing business model.

With its return to New York, PROJECT will reveal its first-ever brand development collaboration. PROJECT has joined forces with tastemaker and designer, Darren Romanelli of DRx, The Real McCoys, the legendary Japanese authority on all things Americana, and King Features Syndicate to create a high-concept menswear collection inspired by America's longest running newspaper comic strip Beetle Bailey.

The limited edition product line is inspired by Americana themes and is an extension of the on-going military trend so prevalent in menswear today. It will include Beetle Bailey concept merchandise, as well as exclusive pieces from Darren Romanelli's design archives. The collection will be unveiled at PROJECT New York with a Beetle Bailey retrospective and a special appearance by legendary cartoonist Mort Walker, creator of the Beetle Bailey comic.

To reinforce PROJECT's desire to build community and inspire, PROJECT is dedicating space to a fully immersive creative experience. As seen through the vision of PROJECT, we'll translate what defines the quintessential, iconic American male by documenting his existence through artistic installations: Fashion, Grooming, Sex, Sports & Fitness, Travel, Music, Technology, Art, Cinema, Literature, Politics and Home. Furthermore, the overall show space will include lounges, computer stations with city guide content provided by Flavorpill, an Organic Avenue juice bar, coffee from Intelligentsia, and a unique food experience curated by New York's own Hester Street Fair.

PROJECT is committed to supporting emerging brands and local business and will showcase this dedication via its first Pop-Up store, "Made In New York". PROJECT has selected innovative, design-centric brands that reinforce the lifestyle of the PROJECT Man and the PROJECT brand/retailer community. Featured collections include Bowery Lane Bicycles, Joya, Silver Lining Opticians, David Hart, Occulter by Black Sheep & Prodigal Sons, Ernest Alexander, Windowfarms and ETWAS.

"We are putting a stake in the ground," says Andrew Pollard, President of PROJECT. "We need to move past the traditional trade show format to create an experience that not only drives commerce, but inspires excitement and better reflects the fashion industry. Fostering notable talent and design through honest narrations and collaborations, PROJECT New York creates a simple dialogue as THE voice in contemporary culture that people understand and connect with emotionally. As we assemble things people love, we establish credibility through smart, timeless choices while pushing tradition to a new place without undermining it."

Launched in 2003 and held bi-annually in New York and Las Vegas, PROJECT is the world's preeminent contemporary and denim event. PROJECT features the most directional brands and attracts the most influential retailers in the global marketplace; uniting them in a dynamic and community-focused atmosphere.


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