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GROW combines ethical values & collaboration with nature

03
Sep '09
Avery Dennison launched its Designer Trim Collection for the Autumn/Winter season that reflects both the Company's fashion-oriented, customer-focused approach and its deep commitment to environmental and sustainable solutions.

Created by an international design team, the new collection, titled GROW, utilizes current fashion industry trends to offer an abundance of new label ideas, concepts, styles and materials with a greater range of eco-labeling than ever before. It is being presented for the first time at Munich Fabric Start (MFS).

“The collection reflects a straightforward and positive approach that truly complements our customers' fashions for the Autumn/Winter 2010/11 season,” said Marc Abeles, creative director. “Once again, environmental and sustainability considerations have been at the forefront of our thinking and the Collection includes recycled polyesters, organic cotton and environmentally-friendly heat transfers.”

The collection is comprised of four key themes: AUSTERITY, MYSTIQUE, RADICAL and ATMOSPHERE, with a total of 31 individual label programs. These programs cover menswear, womenswear, denim, street, young women, children, sport, lingerie and footwear.

AUSTERITY represents classic elegance and luxury, redefining traditional techniques through new technologies.

MYSTIQUE mixes fiction and reality but demonstrates, despite exaggerated appearances, both self-confidence and strength.

RADICAL is intellectual, functional and pure – symbolic and futuristic shapes enhanced with profound details and uneven surfaces.

ATMOSPHERE combines nature and technology, high-tech ecology and nostalgic retro.

Highlights of the Collection include hang tags with flock print; leather with pillow effect and metal detail; eco-friendly, halo-free metallic heat transfers; labels with extra folding pockets and, for children, hang tags that can be used as coloring books.

“Avery Dennison's international design team carried out intensive trend research and development work to create GROW and make sure it met our customers' evolving needs,” Abeles said. “The collection combines ethical values, technology and collaboration with nature, and leaves a traceable footprint to a better tomorrow.”

Avery Dennison


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