To continue a series of recycling-oriented projects, which include the famous 111 Navy Chair and the recently presented ‘Give It Back’ racks, Coca-Cola collaborated with a range of apparel designers on creating a collection of T-shirts, made of recycled PET bottles, as part of the Coca-Cola rPET Program. For the line, launched just in time for the Earth Month, the company and Base Control, the Japanese casual wear brand, teamed up with Stussy, BEAMS, XLARGE, SILAS, JOURNAL STANDARD, LUKER by NEIGHBORHOOD, Beauty & Youth and BASESTATION, as www.hypebeast.com reports.
clothing & footwear
Benetton to release the eightieth issue of its COLORS magazine to celebrate the Superheroes of our day: men and women, weak or strong, rich or poor, all united by a common wish: the good of people and of the world. ‘Real’ people who do extraordinary things for others, and who, in different ways, contribute to improving society. COLORS has met some real-life superheroes, who face the baddies of our everyday world with courage and self-sacrifice: the damage caused by the collapse of economies and by rampant pollution, the destruction caused by wars, the poverty of ignorance and atrocities.
One of Australasia’s most prestigious art prizes, The Archibald Prize, has been trumped by the launch of a new Foot Locker Australasia’s Sneaker Art Prize that’s set to shake up the art world and force people to question once more what can legitimately be called ‘art’. The retailer announced the launch of the The World’s Richest Colouring Competition and with a first prize cash value of AUD$50,001 it trumps the notorious Archibald Prize, by one dollar exactly.
For the second year in a row, Timberland is sponsoring “Best Green Handbag” category as part of The Independent Handbag Designer awards. The brand has announced a call for submissions for all talented handbag designers in its blog and invites creatives to join the competition and pitch their ideas of green bags.
To promote the new range of the retro styled Converse Padded Collar Loopback created exclusively for the sportswear retailer Foot Locker, SapientNitro developed a lovely campaign that will be rolling out for two weeks across Europe. The integrated promotion, which was kicked off on April 3, includes activity on Foot Locker’s Facebook page, an advert as well as outdoor element in Germany and in-store engagement in a number European cities.
adidas has launched a promotion on their sneaker collection MEGA. In order to make promo-campaign entertaining, they invited Didier Brun to create a device named Megalizer, dead combination of sneakers and digital technologies, which elicits sounds from the sneakers, letting dancers create their own music with their moves.
Nike celebrates speed and dexterity via its latest campaign dedicated to the new SuperFly boot. The previous model, Mercurial Vapor SuperFly II, was presented back in February 2010 and appeared on-counter in April last year. Now, the brand is going to release Nike Mercurial Vapor Superfly III (it will arrive in stores starting this Thursday), and for the launch it tapped 16 top professional football players including Cristiano Ronaldo (who appeared in promotion for the previous models), Clint Dempsey, Marco Borriello, Zlatan Ibrahimović and more. The campaign entitled ‘Who Is Superfly?’ is running on Facebook and features a series of short vignettes showcasing the athletes.
Yesterday, March 22, the planet celebrated World Water Day, and it was a great opportunity for the jeans brand Levi’s to remind consumers about its commitment to save water and engage them in a new online activity, which raises awareness about the vital drinking water issues. The new interactive WaterTank game, launched on Facebook, encourages users to ‘unlock’ clean water by taking up various challenges ranging from tweeting to answering related questions. The key element of the interactive project is Levi’s Water<Less jeans, a collection of denim made by using less water during the finishing process, which was launched in January 2011 and is helping to save millions of liters of water.
In today’s world, being ‘green’ and caring for the environment is a must for every apparel producer (let’s recall the efforts by the Sustainable Apparel Coalition, Levi’s WaterLess production lines). adidas Group is not lagging behind either: on March 22, the brand announced a new Environmental Strategy which represents a five-year plan to re-work the company’s approach to environmental management.