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Invista announces 'Crafted in Japan with Cordura Fabric'

20
Sep '18
Courtesy: Invista
Courtesy: Invista
Invista Japan, a producer of chemical intermediates, polymers, and fibres, has announced its new ‘Crafted in Japan with Cordura Fabric’ series in collaboration with leading Japanese brands to display specialised manufacturing techniques and cutting-edge design. The campaign is a testimony to the Cordura brand’s support for Japanese craftsmanship.

Incorporating Cordura fabric technologies trusted by the US military for exceptional strength and durability, the series celebrates the development of forward-thinking, innovative backpack and carry solutions built to withstand the test of time, Invista said in a press release.

“Cordura fabrics are used in a wide variety of stylish and long-lasting products from apparel to bags, packs, and footwear, and are trusted by many militaries and protective clothing companies around the globe. Our new series demonstrates how these fabrics can be utilised by Japanese brands and designers, who are global tastemakers on the forefront of product innovation,” Takashi Kawasaki, Cordura brand Japanese business manager said.

In the first phase of the project, the Cordura brand will release a video made in collaboration with leading bag brand master-piece (MSPC).Through close-up shots of the detailed work of artisans, from design planning to cutting and sewing, the video emphasises the intricate detail and beauty of Japanese craftsmanship with Cordura fabric.

The video will be complemented with an Instagram giveaway campaign. By following the official Cordura brand Japanese Instagram account and clicking ‘like’ on the post, three winners will receive master-piece’s 2018 ‘POTENTIAL 2WAY’ backpack highlighted in the video. Entries must be made from September 13 to October 12, 2018.

Phase two of the campaign will feature a special collaboration with CIE., an up and coming, innovative Japanese bag brand that has taken a military approach to carry solutions. Cordura NYCO fabric, which is widely used in US military uniform applications, is integrated in CIE.’s designs with minimalistic, yet highly functional design.

“Pushing the boundaries of durable fabric technology through our latest innovations, combined with forward-thinking collaborations with our supply chain and brand customers continue to help drive our success. Japanese craftsmanship has long been valued by the design world, and at the Cordura brand, we have a deep appreciation for the Japanese market, which values high-quality, built-to-last products,” Cindy McNaull, global Cordura brand and marketing director said. (GK)

Fibre2Fashion News Desk – India


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