Royal College of Art student Stefanie Tschirky won Avery Dennison’s Future of Denim Branding Competition, a contest that tasked 11 students to reinvent the way the industry approaches denim branding.
The finalists were asked to bring their branding design concept to life by customizing a pair of blank Uniti Denim brand jeans. Tschirky won for her design, called “Your Story — You’re Denim,” which featured details that told the jeans’ history, including the name of the seamstress who created the garment, the distance the denim traveled from start to store and a sealed glass vile containing the fiber of the cotton used to produce the jeans.
The winner was chosen by a prominent group of judges, including Adriano Goldschmied, Levi’s Jonathan Cheung and Karl Largerfeld design director Kristina Szasz.
“Building a brand is one of the most challenging and satisfying things a designer will do in their career,” Cheung said. “The ability to portray the brand’s character at a glance is a fundamental skill. It was great to see how all the entrants endeavored to tie emotional content to their branding, and to see sustainability and social responsibility play an increasing role in defining a brand’s values. I’m delighted for Stefanie’s win and congratulate all the entrants for their work.”
Tschirky wins an internship with Avery Dennison RBIS creative teams in London and Los Angeles, and will have an opportunity to produce her designs with the Future of Denim Competition manufacturing partner, Hirdaramani Group. The final products will be presented at denim event in July 2015.