American Traveler is my theme for this denim range. A&F is a true icon of American lifestyle and comfort. However, with new brand direction the customer is open to traveling out side his comfort zone and taking more initiative into what he wears by paying attention to new trends.
Trends that I found in my research and shopping trip in New York included quiliting, patch and repair, heavy indigos, and bandanna print details.
Bandanna prints and Americana-inspired color were the two main design details in my denim range. Tecniques I included were quilting to stay on trend and Japanese burrow stitching as a tribute to authentic denim history.
I created a laser print for a grey denim short in my range. I mixed and altered different bandanna prints to create my own print. To give a more masculine and vintage feel I faded down and erased in areas likely to be worn down first.
For my range I used a key denim short silhouette with a raw edge that could be single rolled, double rolled, or left raw.
This range reflects the knowledge I gained of dry processes, stitching, and patch and repair techniques used in denim. To incorporate the new brand direction I included grey and black denim shorts which are new to their usual assortment.
From Left to Right:
Vintage A&F railroad stripe light wash with double rolled hem,
Vintage super light wash with destroy, grinding details, patch and repair, with a single rolled raw hem,
Light wash with 3D whiskers, destroy with blown out knee, and frayed hem
Medium wash with 3D whiskers, heavy dry process, destroy, patch and repair
Medium-dark wash with destroy and blown out pocket including quilted pattern pocket bag, burrow stitching, and double rolled hem
Dark wash with quilted coin pocket and burrow stitch details, light dry process, single rolled hem
Light grey wash with subtle laser print and subtle dry process, single rolled hem
Black wash with subtle dry process and singe rolled hem.
