Tschirky wins Future of Denim branding competition

By

Cajsa Lykke Carlson

Published
Apr 7, 2015

The Future of Denim Branding Competition, launched in October 2014 by Retail Branding and Information Solutions Avery Dennison together with Arts Thread, has been won by Royal College of Art student Stefanie Tschirky.

Tschirky beat 10 other design students from around the world to win the competition, which aims to challenge the way the industry thinks about denim branding. Her project was called "Your Story - Your Denim" and looks at the story of denim clothes before they reach the consumers.

The judges included WGSN Head of Denim & Youth Amy Leverton, Jonathan Cheung, SVP at Levi's, and denim entrepreneur Adriano Goldschmied.

"Building a brand is one of the most challenging and satisfying things a designer will do in their career. 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,” said Jonathan Cheung, senior vice president, Levi’s.

Tschirky wins an internship with the Avery Dennison RBIS creative team in London as well as Los Angeles, and her design will be made into a pair of jeans produced by the Future of Denim Branding Competition4S official manufacturing partner, Hirdaramani Group.