Quicksand » Fashion

Levi’s: Fashion Documentation

Quicksand — Fri, 25 May 2007 07:35:07 +0000

Levis Strauss India works on a brand licensing arrangement with its international parent and manages domestic retail through local store franchisees. An important event in the brand’s annual calendar is the line presentation to its franchisees.

Quicksand was mandated with the task of creating a rich media catalogue of its upcoming fashion line along with a platform for understanding the brand, its consumers and presence. Published below are a series of films that Quicksand made on Levi’s retail presence, key user personas for different sub-brands and a film-based fashion catalogue. The intent was also to create an accessible medium for internal brand resources.

Video for Levi’s Retail

Levi’s Line Presentation

Reebok: Apparel

avinash — Sun, 10 Dec 2006 08:57:12 +0000

Quicksand has worked with Reebok on several projects in the domain of apparel, largely focusing on the development of graphic t-shirts. The following projects were executed in 2006-2007, and involved skills in range conceptualization, apparel design, design development, artwork, copy, graphic design and print adaptation for manufacturing. The signature lines for cricket stars such as Rahul Dravid and M. S. Dhoni also involved the development of a brand language in line with their careers, personalities and styles. This brand language was then expandable to other products such as bags and caps as Reebok properties

1. Rahul Dravid Signature Collection

Dravid’s Signature Collection was launched by Reebok to celebrate the tenth anniversary of having him as a brand ambassador. The concept developed showed a more explosive and aggressive personality of Dravid unlike his reserved and somewhat tempered batting style. Quicksand developed the brand language, Illustrations, silhouette styling and print specifications for the entire signature line

2. World Cup Line

In the run up to Cricket World Cup 2007 in West Indies, Reebok wanted to launch official gear for the Indian cricket fans. Quicksand developed a theme-board around cricket, the West Indies and the euphoria & patriotism that surrounds such an event and translated that into silhouette styles for both men & women.

3. Indian Team Signature Line

Along with the World Cup fan gear, Quicksand was also commissioned to develop a line around Indian cricket team players who were brand ambassadors with Reebok.

4. Concepts + Directions

As part of an ongoing relationship with Reebok apparel, Quicksand developed brand concepts for different line presentations. The concepts once approved would be developed into a definite silhouette and graphic style. Published below are some interim concepts presented to the brand team.

Levi’s: Accessories Design

avinash — Mon, 25 Jul 2005 08:59:44 +0000

Levi Strauss & Co has become one of the leading fashion brands in India since its entry in the Indian market in the 1990s. While a bulk of the product range is borrowed from their international portfolio of products, Levis is making a concerted effort to develop products that are designed and manufactured in India, rendering them more relevant to Indian street trends, sentiments and body types.

Quicksand was commissioned by Levis to design and develop samples of the accessories line (bags, belts, caps) for a season, in co-ordination with their vendors. Quicksand began the project with extensive research on the street with young people, and co-related that with international fashion trends to come up with a palette of design directions. Based on these directions, designs for all categories were developed and sampled across colour ways and options to create a range that was technically advanced and spoke to younger audiences in international, yet locally popular aesthetic. Below are some of the design development sketches.

Levi’s: Design Innovation Workshop

avinash — Sun, 10 Apr 2005 09:07:19 +0000

To coincide with the launch of their flagship Icon store, Rivet, Levis commissioned Quicksand to develop and facilitate a 3 day innovation and design management workshop at their Bangalore headquarters. The broad content buckets covered the history of design and fashion, comparative studies of iconic, global denim brands, approaches to design thinking and system design thinking. The workshop format included hands-on activities, rich media presentations and dialogues that involved the diverse group of brand managers, designers and retail personnel with the intent of creating a common brand platform that asserted the innovation focus of Levis.