Avery Dennison Competition Focuses on Evolution of Denim Branding

Avery Dennison Retail Branding and Information Solutions (RBIS) has opened its Future of Denim Branding Competition in collaboration with ARTS THREAD, a digital platform designed to connect students, graduates, institutions and industry exclusively in the field of design.

The 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. Targeting 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. 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, Avery Dennison RBIS. "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."

"It's exciting to be part of the first initiative between Avery Dennison RBIS and ARTS THREAD that puts the spotlight on the future of denim branding," said Kristina Szasz, denim design director, Karl by Karl Lagerfeld. "This competition could uncover the future stars in denim branding, and I'm looking forward to judging the entries from students worldwide."

As part of its continued efforts to support and elevate emerging designers, 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.

"ARTS THREAD is proud to partner with Avery Dennison RBIS for the Future of Denim Branding Competition," said Katie Dominy, co-founder, ARTS THREAD. "With branding being such a key part of the design industry, it's really important for students and graduates to be offered an opportunity to be involved in this stage of the retail process. And with denim always being at the core of trend, we see this competition as a marvellous chance for our members to bring their creativity to the forefront."

The Future of Denim Branding Competition is open to undergraduate students enrolled in full or part-time art and design courses or recent graduates who graduated after May 2013, provided they are not currently employed by an apparel brand as a designer or on a creative team. Entries are now open through November 16, 2014 and can be submitted at http://www.artsthread.com/competitions/.

The competition will be judged by an expert panel including Adriano Goldschmied; Kristina Szasz, denim design director of Karl by Karl Lagerfeld; Jonathan Cheung, vice president, Levi's; Sven Signe Den Hartogh, denim enthusiast and blogger, The Stranded Sailors; Matt Abbott, vice president, Men's Denim, Calvin Klein; Bob Rinjders, founder, Butcher of Blue; Donna Ida Thornton, founder, Donna Ida; and Amy Leverton, director, Denim & Youth, WGSN. A shortlist of ten finalists will be announced in December 2014.

Participants can follow the conversation on Twitter and Instagram at #beyondthepatch.
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