Interviews | I-Skool™ Denim Awards

INTERVIEWS

SEE WHAT LAST EDITION’S PROTAGONISTS HAD TO SAY ABOUT THE PROJECT!

AMY WHITE

VICE PRESIDENT OF BRANDING & INNOVATION AT AVERY DENNISON RETAIL BRANDING & INFORMATION SOLUTIONS


Amy White-3Welcome on board as ISKO I­-SKOOL™ Gold Partner for this third edition! Can you tell us about your company?

With 115 operations located in 50 countries across 6 continents, Avery Dennison RBIS is a global leader in retail branding and information solutions. We design, create and manufacture branding solutions for many of the world’s largest apparel and footwear brands, combining our leading weaving and print expertise with our technological know­how. And we’re the world’s largest provider of RFID technology to the apparel industry, creating solutions that identify, communicate and protect our customers’ brands.



What main value did you see in the ISKO I­-SKOOL project?
Avery Dennison RBIS and ISKO™ have actually worked together before, partnering last year for our Denim: The Future event which took place in LA. Established as a platform to communicate our key findings from our research into consumer buying behavior and denim preferences, the event brought together denim experts from across the world to discuss what the future holds for the denim industry. Partnering with ISKO I­-SKOOL™ felt like a natural step forward in our partnership and builds on our values to support emerging design talent. Having the opportunity to work with emerging talent is a great way for us to explore how the demands and changes within the industry are impacting denim design, branding and merchandising. We are looking for fresh thinking and innovation and are confident that the schools involved will achieve that brief and drive our industry forward.


What do you think is more important for the students to experience during the competition?
It is really important that the students explore multiple avenues throughout this project, from consumer preferences and industry demands to key trends, use of innovative materials and branding concepts. We are looking for them to combine these insights with their own individual creativity and thinking – this way we should get relevant and fresh concepts. I think the other key experience is working to a commercial brief and to a deadline, which of course in the world of apparel retail and branding is the reality!

What do you expect for the future of the denim and fashion sector?
There has been a lot of discussion on what is the future of denim? How will the rise of athleisure impact denim? And so on. Our studies really demonstrate that denim is, of course, here to stay, but that it will continue to evolve – both in the way consumers respond to brands and in the technical nature of fabrics/branding materials. There are some very exciting technical developments in fabric that are emerging, particularly around stretch and fit, which is key to meeting the industry athleisure trend. But, personally for me, the most interesting development for the future is how to make denim more sustainable,­ combining innovation and sustainable design with technical advances will be key to the future of the industry.

RAGIP BASER

HEAD OF SALES TR - BU TEXTILE CHEMICALS OF ARCHROMA

IMG-20160311-WA0002Welcome on board as ISKO I-SKOOL™ Gold Partner for this third edition! Can you tell us about your company?
A global leader providing colors and specialty chemicals to sectors such as fibers and fabrics, paper and packaging, as well as adhesives, coatings and construction.
A company with proven innovation power, strong core technologies and a global footprint, and a deep commitment to ecology and sustainability.
Experts with a rich tradition of working with customers side by side as long-term partners, developing tailored solutions that help them deliver business success in their local markets. Specialized performance and color solutions designed to help satisfy a global population hungry for novelty and innovation, for products that appeal to their senses and emotions, and for a greater life experience.
A company favorably positioned in multi-billion-dollar end markets with exciting challenges and opportunities.

 

You decided to take part to the project for the third time: what main value do you see in the ISKO I-SKOOL™ format?
We are one of biggest players in the denim industry as solution provider. Our goal is to lead the denim industry into a more sustainable and innovative position. We have a strong and dedicated technical and marketing team to make this happen. During the long history of Archroma in the denim sector, we’ve observed that there are some unique instruments for our customers to support our passion about innovation like ISKO I-SKOOL™. We strongly believe that ISKO I-SKOOL™ is one of the big innovators in the denim sector to guide students.

 

What do you think is more important for the students to experience during the competition?
Being part of such a great event is very important, obviously, even if there will only be a couple of winners at the end, this experience is priceless for everyone.

 

What do you expect for the future of the denim and fashion sector?
Our growing business in the denim sector demonstrates that the future will be shaped by new innovative solutions and performance products, so we are always an enthusiastic and active partner in this sector. An exciting future is waiting for the active and creative students who wants to be part of the success of denim and the fashion sector.

CLAUDIO MARCOLLI

MANAGING DIRECTOR OF SWAROVSKI PROFESSIONAL

claudio-marcolliCan you tell us about your company?
Swarovski has a diversified portfolio. Its excellence goes well beyond the production of crystals, in terms of quality, workmanship and creativity. Since its establishment in 1895, Swarovski designs, produces and distributes prestigious crystals, high quality authentic and artificial gems and finished articles like jewelry, accessories and illumination systems. Swarovski Crystal Business, celebrating its 120th anniversary this year, is managed by the family's fifth generation and it boasts the ownership of 2,560 boutiques in approximately 170 countries, more than 25,000 employees and sales in 2014 of more than 2.33 billion. The Swarovski Group is made up of Swarovski Crystal Business, Swarovski Optik (optical instruments) and Tyrolit (abrasives). In 2014 the Group invoiced approximately 3.05 billion of euro with more than 30,000 employees. The Swarovski Foundation, established in 2012 to honor the philanthropic spirit of founder Daniel Swarovski, supports creativity and culture, promoting quality of life and is committed to conserving natural resources.

The company's ambition has concentrated on preserving a strong, unified brand. So since 2014, the prestigious crystals are sold under the new name "Crystals from Swarovski" and authenticated with a specifically created seal. This seal offers partner companies the guarantee that finished products bear authentic Swarovski crystals, and provide a special opportunity to leverage the added value of the history, quality, and long term connection to the fashion world, of the jewels, accessories, internal design and illumination systems that carry the Swarovski brand.

What was your main objective in being a part of ISKO I-SKOOL?
The company has always sustained creative youth, giving them a chance to experiment with excellent materials. For us, believing in young minds and supporting their work means tapping into fresh and unusual points of view that might bring us to explore new territories. Specifically, taking part in ISKO I-SKOOL gives us new ideas about the combination of crystal and denim. The liaison between these two elements has been evolving since the 60s, when a poor and democratic material like denim ? that had been a symbol of youthful protest, became a part of a designer collection (now in the 70s). At that very moment Swarovski was ready to answer the market request to detach from a fashion scene that divided evening wear from daytime wear and we were ready to propose a form of prêt-à-porter that was easy-going with a touch of precious sparkle.
Today, denim has become a fundamental element of any wardrobe and we have to keep searching for ways to evolve and renew ourselves to keep up with the history that started so long ago. ISKO and Swarovski share the same basic essence, where research and development play a key role in finding innovative solutions; from there it was easy and natural to take the next step, partner up with an excellent creative laboratory like ISKO I-SKOOL that is dynamic, authoritative and adept at involving the best in training and instruction, and on the lookout for the very best of tomorrow's talents.

How was your experience in the first edition? Did you achieve your set objective\s?
The first edition was definitely interesting and stimulating, not just for the interaction and exchange with young people, but also because of the chance to work with ISKO, a solid and established organization and with the other companies involved in the project. The climate was open and constructive.

Working with these untouched?but well-trained and prepared?creative minds, we came in contact with unconventional interpretations, light-years away from purely commercial, predictable solutions. As we expected, we were faced with interesting proposals and interpretations that surprised us with their originality, challenging our companies to look for new prospects and vision.

What are your expectations from this year's students?
We can talk more about certainties than expectations: we are sure that once again we will meet well-prepared students who are ready to make innovative creations; we have no doubts about the high quality of their projects.
This year we decided to add a new challenge, putting students to the test with our ingredient brand "Crystal from Swarovski". We joined forces with the marketing competition to see how the students who participate in this initiative will approach the need to talk to both the trade sphere and necessarily, to the final customer. These students will have to increase their product communication knowledge as well as think about how to interact with a market that is increasingly knowledgeable and careful about purchasing. We expect new and innovative strategies in this field that address young people and the future; a sort of Strategy 3.0, that leverages alternative communication channels and platforms.
Our objective once again is to contribute to the students' training, transmitting our knowledge to them, and giving them the opportunity for them to go out into the working world having acquired a rich and complete experience.

What advice would you give them from your previous experience?
Just some small simple advice: dare, while coming up with solutions that are also feasible to produce; express whatever is part of your own personality, this is what will make the difference! Take advantage of every possibility that comes around, especially the one that ISKO I-SKOOL is offers. This process furnishes a complete evaluation of the projects that are presented that is constructive and comprehensive. All of this will increase your vision and awareness.

FEDERICO CORNELI

OWNER OF HAIKURE

FEDERICO-CORNELIShort description of the company: Who is Haikure?
Haikure is a brand launched by C&S in 2012. Our brand mission is to respect the planet and people by promoting a new style of living where the latest fashion trends and sustainability can coexist, and constant product innovation can continue to grow, all in perfect transparency. Exclusivity, sutainability, transparency and innovation are our values and the basic building block of our brand. The products we have launched on the market so far are jeans and trousers for men and women.

Why did Haikure decide to support the I-skool project?
Haikure decided to support the I-Skool project because we feel that innovation is the most important driver to gain a bigger market share, in a context where the fashion system is decreasing in terms of value. In addition, the value of innovation surely takes form and becomes more tangible thanks to important initiatives like I-Skool.

What do you expect from the kids participating in the contest?
We expect a lot of enthusiasm and motivation, including elements that stimulate and drive the desire to innovate..

What advice do you have for this year's contestants?
My advice to them is to put all their excitement and curiosity into the contest promoted by ISKO™, who as usual remains to be a pioneer and a leading-edge company in our sector. Above all, you need to dare and create something new, unconventional, and to think a bit outside the box. That is the only way to stimulate innovation-oriented creativity.

FLAVIO TONELLO

OWNER OF TONELLO

flavio-tonelloCan you tell us about your company?
At Tonello we are specialized in sustainable technologies for washing, dyeing and finishing garments. The fashion and textile industry leaves behind a huge environmental footprint and all of us know it. That's why, since our foundation in 1981, we have studied and produced our machines entirely based around our facilities in Italy, and tested them in order to ensure they generate maximum performance in terms of ecology and safety, without giving up on the look. Our range of technologies includes industrial washing and dyeing machines, laser systems to create vintage effects on the fabric, ozone machines to naturally bleach denim and many more. An important branch of our company, strongly linked to production, is the Research Centre, where experts, designers and engineers constantly experiment in order to develop new technologies, refine and upgrade already operative technologies, and implement new solutions based on the market trends and on the needs of our customers. Research is what makes the difference because it means we can come to the market not just as machine manufacturers, but as a partner for the most advanced laundry and finishing companies, as the key interlocutors of top fashion brands.

 

What was your main objective in being a part of ISKO I-SKOOL?
Our main objective in being part of ISKO I-SKOOL™ was and still is educating young talents approaching the industry, and teaching them on being conscious when creating fashion. In the collective imaginary, sustainability is often seen as the boring alternative: a reason to prefer traditionally-made garments, which are bad for the environment, for the workers and for the final consumer. We want to make people aware that with the right technologies, the right mentality and with a pinch of creativity, sustainable garments can look awesome and be good, for both the planet and its people.

 

How was your experience in the first edition? Did you achieve your set objectives?
From our point of view, the first edition was successful since the beginning. I think it was really interesting for the students to see the machines in our Research Centre, and on top seeing the students' entries for the awards was truly an inspiring experience. Each one has a different vision, a different style and comes from a different country and culture; there was so much variety among the final designs that the decision for us as the jury was really hard. In addition to this, collaborating with ISKO? is always stimulating and allows us to put ourselves in a challenge. Working with them is always a pleasure! As for the current edition, even for the first one our main objective was to raise awareness on the topic of sustainable garment processing. Judging from student's response at the end of the visit and from their projects, I really believe that they took in something from this topic and this was really encouraging.

 

What are your expectations from this year's students?
We expect students to transform the enthusiasm and curiosity, which we've seen during their visit at our premises in pure conscious creativity. We hope to see beautiful designs with a strong focus on ecology to demonstrate that sustainable garments can look even better than standard ones. From the students involved in the Denim Marketing Awards, we expect to see something which can raise awareness in final customers on how the garment they are purchasing was made and by who. I think people need and want to know this type of information.

 

What advice would you give them from your previous experience?
Be yourself and stay loyal to your personal style. That's what really makes the difference in a market full of trends changing really fast and constantly searching for originality. However, also remember that your designs need to be sold to the public, so avoid exaggerating. My final suggestion is to be humble, because it's the only way to learn and grow up professionally and, most of all, as a human being.

MATTEO SINIGAGLIA

CEO of Replay

matteo-sinigagliaCan you tell us about your company?
Fashion Box S.p.A. was established more than 30 years ago and today it is one of the leading international companies in the denim sector. We create, promote and distribute men's, women's and children's casual wear, accessories and footwear under the well-known brands, consisting of REPLAY, REPLAY&SONS and WE ARE REPLAY.

We are based in Asolo and we operate in over 50 countries between Europe, Middle East, Asia, America and Africa. Our distribution network counts around 3,000 wholesale stores and about 200 retail stores; and the exports account for 87% of the turnover.

Replay, which is our main brand, is a leader in denim innovation thanks to the continuous research, the knowledge of materials and the long experience in textile production and washes. With our products, we aim to reach a consumer who is looking for quality with any denim purchase and who is able to recognize the authenticity of garments via small details.

 

What was your main objective in being a part of ISKO I-SKOOL?
Research and Development, a historical background and passion are key issues for our brand. I believe that ISKO I-SKOOL™ is one of the right places, in order to communicate and develop this type of culture that we desire and intend to establish.

 

What are your expectations from this year's students? Young people have big dreams and a feeling of pure passion in them, and we believe that they will do anything to make these big dreams become true. I believe that this positive attitude can bring new energy to our work as we share similar feelings with these young and passionate people.

 

What advice would you give them from your previous experience?
Our main advice for them would be to: Follow your dreams.

 

ALESSANDRA MAFFEI

2015 ISKO I-SKOOL™ DENIM AWARD WINNER - SWAROVSKI CONTEST "DESIGN WITH CRYSTAL ELEMENTS"


alessandra maffei

What did the ISKO I-SKOOL™ Award brought to you, as experiences or opportunities?

Take part in ISKO I-SKOOL™ Denim Awards was a wonderful experience, it was nice to know people that have guided us in the world of denim. The winners were given the opportunity of a work placement and also other companies have contacted for internship opportunities after seeing the creations.

 

Could you briefly describe your winning project? Why did you decide to participate in that particular mood?

I won for the Crystal Design Elements category, for the creation of the outfits with Swarovski elements. I had decided to take part to Couture Denim mood and when I saw the presentation made by Swarovski director, I immediately decided to participate and to embellish my outfit with bright elements trying to do something innovative with denim and Swarovski.

 

Did you have any expertise in denim before participating? How did this project change your perspective?

Before taking part in ISKO I-SKOOL™ Denim Design Award I’ve never had experience with denim. Thanks to the competitions I had the chance to discover many different kind of manipulation that really inspired me.

 

What does denim mean for you? Is it important in your professional life nowadays?

Denim is innovation, there are always new techniques to discover and it’s amazing that it can work this fabric. All that knowledges are something that always will help me in my professional background.

 

Do you use social networks to share your ideas of design? If yes, how?

I use social networks a lot and I like to post photos of my creations or pictures that I like and that inspire me and bring ideas for new collections.

 

During the project, you experienced the importance of ingredients in fashion, like for example ISKO™ denim technologies. How do you think they are key to letting designers’ creativity shine?

During the project we have seen all denim techniques. They are very important for a designer that with his creativity and knowledge of this fabric can create other innovative things and new different techniques on denim.

 

FRANZISKA MEIERHOFER

2015 ISKO I-SKOOL™ DENIM AWARD WINNER - FUTURE FIT MOOD


Foto franziska
What did the ISKO I-SKOOL™ Award brought to you, as experiences or opportunities?

First of all, it was a very new situation for me to even take part in such a big contest. During university I was used to competition, but not to such an extent. I am very thankful for this experience. Being one of the winners took this to another level, as I never imagined myself winning the award in the end. As corny as this may sound, but it taught me that you always have to stick to your original idea, no matter how bad and stressful it may seem sometimes.

 

Could you briefly describe your winning project? Why did you decide to participate in that particular mood?

I participated in the mood "Future Fit" since I've always been interested in new forms and methods to create something, extraordinary ideas in any way. I thought it was the most interesting and challenging mood and I like the challenge. I created designs that were somehow transformable, e.g. pants that could be transformed into an overall, or jeans that could be worn high as well as low waist.

 

Did you have any expertise in denim before participating? How did this project change your perspective?

No, I didn't have any expertise in denim. I didn't even think about it, but since my participation it's definitely back on my radar. I like how denim has a changeable character. You can do so many things with it and it always looks different. The standard image of "just" blue denim with a rather raw structure does not live up to its actual potential.

 

What does denim mean for you? Is it important in your professional life nowadays?

I love it, but it is not part of my professional life. I left fashion for graphic design and illustration, which I am doing right now. But in my private life, it plays a certain role. I don't wear jeans any more just to wear some kind of pants, and also regarding other garments or accessories my wardrobe changed in a way that denim is more present now.

 

During the project, you experienced the importance of ingredients in fashion, like for example ISKO™ denim technologies. How do you think they are key to letting designers’ creativity shine?

I think, if you begin to work with a certain material and if this material is of low quality, it's already a bad start. My creativity is blocked when I can not work with high quality materials. Quality before quantity has always been my motto. With that principle you can explain why valuable ingredients, which are part of the foundation to start with, are a key to successful design.

 

TOBIA CECCHIN

2015 ISKO I-SKOOL™ DENIM AWARD WINNER - CADICA CONTEST "CREATIVE GARMENT COMMUNICATION DESIGN"



Tobia CecchinWhat did the ISKO I-SKOOL™ Award brought to you, as experiences or opportunities?

As an experience the ISKO School Award has been revealing, having had the opportunity to collaborate with all employees who helped me to define my final project. It also allowed me to get to know a world I haven’t known so far, a beautiful initiative and unique opportunity I can only recommend to every fashion student.

 

Could you briefly describe your winning project? Why did you decide to participate in that particular mood?

The project is based on the concept of adjustable and unisex jeans, which are able to communicate an own identity and be worn by a major group of physiologically different people. This concept reflects an idea, which in my opinion, should be relevant for the future: the mixing of different types of clothing regarding the unification of sizes and the elimination of gender stereotypes.

 

Did you have any expertise in denim before participating? How did this project change your perspective?

Thanks to the Award I got to know a world that was totally new to me, the denim, in all its aspects: from the production to the distribution, the technical finish to the marketing; all knowledge I haven’t had before and which I came to appreciate more and more towards the end of my degree.

 

What does denim mean for you? Is it important in your professional life nowadays?

Denim means for me VERSATILITY, a fabric that is capable of adapting to every form and use and thanks to the contest it eventually proofed to be even more important when it comes to my personal growth and research.

 

During the project, you experienced the importance of ingredients in fashion, like for example ISKO™ denim technologies. How do you think they are key to letting designers’ creativity shine?

During the course of the project I learned to touch, feel and imagine everything necessary in order to create a single garment; knowledge which is limited to those, who already are within the fashion world. That’s why I am convinced, that every fashion student should have the opportunity to augment his own knowledge and especially his own creativity. After all, the basis of creativity, in my opinion, is technical knowledge.

 

NINA RIEDL

2015 ISKO I-SKOOL™ DENIM AWARD WINNER - PROMISING TALENT BY DENIM PREMIERE VISION

 

Nina Riedl

What did the ISKO I-SKOOL™ Award brought to you, as experiences or opportunities?

The name ISKO is a popular and established name in the world of fashion. It means a lot to me at first to have being able to take part in that experience and second to do it with the ISKOOL-family. It opened me some doors towards the fashion and denim industry.

 

Could you briefly describe your winning project? Why did you decide to participate in that particular mood?

 

My winning project was about how to bring denim furthermore in our future world. It was about the transformation of denim. Not only in the way of washing or tailormaking, but also in a way of sustainability and profundity.  I tried to ask myself questions like: How would we like to wear denim in future? How is it possible to transform garments, fabrics or pattern in a way we can use them twice or in a different way? It was so great to have gone through this task, because sustainability and our future world is the most important thing we should think of when we are talking about fashion industry and of course denim.

 

Did you have any expertise in denim before participating? How did this project change your perspective?

Going though that project with all the great people of the ISKOOL team was such a great experience. I learned plenty of new things about denim in terms of washing, production, accessories,... and also the 'future mood' (the topic i've chosen) made me rethink some points of view I've had before considering the fashion and denim industry.

Before I took part at the project I haven`t made many experience with denim. That's why it was even more exciting.

 

What does denim mean for you? Is it important in your professional life nowadays?

Denim is an important part for me these days. I'm working as a fashion designer at a big company and I'm responsible for the newest denim trends and designs. It is a great task which I possibly would not be able to handle without my experiences I've made at the ISKOOL Denim Awards 2015.

 

Do you use social networks to share your ideas of design? If yes, how? 

Yes, but not pretty sucessfully. You can check out my instagram: EMANEHTTEGROF or have a look at my portfolio: esmod-ninariedl.foliodrop.com

 

During the project, you experienced the importance of ingredients in fashion, like for example ISKO™ denim technologies. How do you think they are key to letting designers’ creativity shine?

In my opinion it is our (the designers) task to catch inspiration from our surrounding, old masterpieces, art, ...everywhere and mix it together with new technologies. That's how to create new and fresh trends.

You can't invent a new pair of denim or a new jacket. You need to be able to walk in it or even sit, and in that case new technologies are the key to get a step further towards future, towards new trends and of course towards fashion.

 

 

REGINA MAIER

2015 ISKO I-SKOOL™ DENIM AWARD WINNER - SPECIAL PRIZE BY MIC "BEST SEWING THREAD"

 

reginamaier

What did the ISKO I-SKOOL™ Award brought to you, as experiences or opportunities?

The chance to work together with different companies, that are all experts in their field and went to great length to take care of every single piece of the outfits, was an very enriching experience. For example MIC who provided all the threats in so many various hues and material compositions. Or the washing seminars by the company Tonello in Italy where I had the opportunity to take a very close look at different denim treating technologies, e.g. laser and ecologic bleaching/washing methods. Before the ISKO I-SKOOL seminars I thought the denim industry is a very dirty resources waisting business. It changed my view completely.

 

Could you briefly describe your winning project? Why did you decide to participate in that particular mood?

My mood was Bohemian Blue: The Menswear Outfit which I created for the main contest consisted of a printed Shirt-Jacket, low crotch trousers, and a printed Cape with hand-stitches. The pieces I made for the project were inspired by the fine Japanese Shibori dying technique. The embroidery with the ecru threads accentuated the print on the darker denim, and should remind the viewer of a japanese boro in a modern way. For me the thought of mending and working with your hands to refine a piece of cloth, and therefore it gets more beautiful and unique, is very important. The more time you can put into one piece the more it shows its soul.

 

Did you have any expertise in denim before participating? How did this project change your perspective?

No, I haven`t worked with denim before the collaboration with ISKO. As said before, I thought the industry is very wasteful with resources.

I did not know that the denim sector is developing to become a high-tech industry.

 

What does denim mean for you? Is it important in your professional life nowadays?

I love denim, the changeableness over time when you wear it over and over again, and especially the different hues and shades of Indigo, but also that the material is very alterable through processing techniques. Partly denim still affects me, I am doing Functional Wear for Kids now, and also toddlers denim trousers.

 

During the project, you experienced the importance of ingredients in fashion, like for example ISKO™ denim technologies. How do you think they are key to letting designers’ creativity shine?

The more you teach yourself already during your education the better. At work you do not have time to try out any new craft techniques, you just have to create. Your creativity can choose from a wider archive of methodes. And the more techniques you know the more precise you can translate your thoughts and ideas into a unique piece of clothing.

FRANZISKA SAUERWEIN

2015 ISKO I-SKOOL™ MARKETING AWARD WINNER FOR AMFI

 

Fran-1850

What did the ISKO I-SKOOL™ Award brought to you, as experiences or opportunities?

The ISKO I-SKOOL Award was a great opportunity for me to get into contact with the industry, get inspired and in general to meet super interesting people from different countries, schools and departments to share their perspectives on the subject of matter.

 

Could you briefly describe your winning project?

My concept ’Fuck’d Up’ was about iSKO’s new Scratch’n Jean fabric’; rebel spirits could use special customisation tools to make their jeans ‘as f*cked up’ as they are. The project was focused on ingredient branding and I wanted to take an unexpected and storytelling angle that is fun from the consumer perspective and tells the individual role of all the specific tools from ISKO and their partners.

 

Did you have any expertise in denim before participating? How did this project change your perspective?

From branding perspective the ISKO project really engaged me to start my thinking from a product perspective instead of a brand image perspective. To think about the communication of what a product has to offer and turn it into a branded story was an approach that we usually don’t take in branding and at the same time the challenge that made the project that interesting to me.

During the time I participated in the denim marketing award I was attending the Denim Minor at my study course at the Amsterdam Fashion Institute. In the Denim minor we are creating a sub brand for an existing jeans brand and are working closely together with the industry. On the background of the this minor I learned not only about the fabric itself, treatments and finishes, but also about culture, the history and the whole world that stands behind that gave me a nice kick off for the ISKOOl project.

 

What does denim mean for you? Is it important in your professional life nowadays?

Denim for me is the most fun fabric of all. What makes it so great in comparison to other fabrics is, that it just becomes better with time. It does not matter if it breaks or get’s used up, its just going to tell a little bit more of your story. At the moment I am not professionally involved in the denim industry but I still have it in the back of my mind.

 

During the project, you experienced the importance of ingredients in fashion, like for example ISKO™ denim technologies. How do you think they are key for the communication of the collections?

I think the communication of ingredients is very much rising in the industry, the interest from our generation and the following ones are going beyond a purely conceptual brand image. To know what you buy and what you are buying it for, from a qualitative angle, is becoming more and more important and I personally think it gets way to little attention in the industry. It’s just a matter of exploring how to do this in an exiting and not that serious way.