May 26, 2017 | By Samuel Trotman
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While we were out in LA last month, we stopped by leading branding and packaging manufacturer Avery Dennison to see the latest developments in denim branding.
From Levi’s famous two horse patch to Evisu’s seagull and Denham’s fabric sheers, company branding is one of the most important elements that goes into a pair of jeans. One of the companies that has been helping these denim brands communicate their stories as vividly and compelling as possible is Avery Dennison, a global leader in labeling and packaging materials. One of the pioneering brands in its field, Avery Dennison is most likely responsible for the tags, patches and labels you’ve seen in you’re denim wears over the years. They look after some of the biggest names in the denim industry as well as providing the slick prints for runway designers like Astrid Anderson, Christopher Raeburn and Kit Neale. They’re also responsible for the retail graphic embellishments that allow you to engage with your favorite brands through your phone. They’re products are virtually everywhere you look, providing a crucial thread in the fabric of global commerce.
While the we were out in LA last month for Rin Tanaka Inspiration, we were invited by the AD team to stop by their studio in Downtown Los Angeles to check the latest developments for denim. Located in the burgeoning Arts District, the space acts as the companies innovation centre (as well as NY and Spockhovel) and showroom where they produce and showcase the most progressive and forward thinking branding ideas. Simple leather patches, plastic swing tags and paper pocket flashers may be offered in there portfolios but these aren’t your average labels. These labels come with the most state of the art finishes that include photoreal patches, 3-D prints, heat transfer applications, Jacquard weaves and dissolvable paper pocket flashers. Some even go as far as creating augmented reality movies on your phone from a single picture.
The brand is also hosting a design competition called The Future of Denim Branding this year with a number of universities across the world. The is aim is discover the most forward thinking student/graduate that is able to combine intelligent branding with design creativity to set a new standard in what the future holds for branding within the design industry. WGSN’s Denim Director Amy Leverton is one of the 10 judges on the panel. Read more about it here.
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