PRESENTS
THE REALLY AWESOME 2012 PRESS KIT
SAY HELLO TO TIGER DRAGON SLAYERS FROM THE UNDERWORLD THE MINOR
Every year, the Minor Independent Fashion Magazines at AMFI – Amsterdam Fashion Institute – gives 35 international students the unique opportunity to conceptualise and create a new fashion magazine that has its own style and visual language. This year’s publication is TIGER DRAGON SLAYERS from the Underworld and it will hit the stores worldwide on June 30th, 2012.
THE MAGAZINE
TIGER DRAGON SLAYERS from the Underworld is the ninth fashion magazine published by the Amsterdam Fashion Institute. The magazine is created in conjunction with a yearbook, which acts as a platform for this year‘s AMFI graduates and showcases their creative work and ideas, whilst inspiring other fashion professionals. The AMFI magazine has a wide range of dedicated followers worldwide due to its intriguing, guerrilla-magazine concept and oneoff release. Both the magazine and the yearbook are collectors items and receive a lot of publicity when launched. Last year‘s edition, ANT Fashion Magazine, was available in over 120 stores worldwide. The TIGER DRAGON SLAYERS expect to go beyond this astonishing achievement and produce an even more outstanding experience.
THE AWESOME CONCEPT OF TIGER DRAGON SLAYERS FROM THE UNDERWORLD
CONCEPT
TIGER DRAGON SLAYERS from the Underworld features the bold, the risk-takers and the ones who dare to stand out. We look beyond the mainstream and highlight all the outstanding fashion, intriguing people and outrageous ideas in the creative industry. When you see a TIGER DRAGON SLAYER on the street, you will turn your head. When you meet a TIGER DRAGON SLAYER you will never forget. The TIGER DRAGON SLAYERS will leave you wanting more, feeling energised by their positive and wild drive, leaving you wide eyed and wondering: Who was that? What will they do next?
VALUES
• Bold • Outstanding • Fashion • Humour to put things in perspective
LOOK & FEEL
• In your face • Organised overload • Idiosyncratic Additionally, the TIGER DRAGON SLAYERS brand identity is translated into a yearbook, product line, an i-Pad publication and an innovative website.
WHO IS A TIGER DRAGON SLAYER FROM THE UNDERWORLD TARGET GROUP
STUFF YOU CAN READ ABOUT IN TIGER DRAGON SLAYERS FROM THE UNDERWORLD FASHION
The TIGER DRAGON SLAYER is male, female and everything in between.They dress not to impress but to express.The TIGER DRAGON SLAYERS from the Underworld reader looks beyond mainstream fashion. They are explorers, always craving for new inspiration and true collectors of experiences. They are intelligent and even though they don’t like taking life too seriously, they keep up to date with the current affairs in the world. They are ambitious, motivated, confident and driven by fashion.
We feature unique and outstanding designers, brands and styles to show the world that there is more, much more. We are playing with extreme proportions in materials, silhouettes and prints. The fashion section looks beyond the mainstream and picks out the unknown and bold expressions produced by the fashion industry.
PEOPLE
IN SHORT
• Dress to express not to impress • Working in the creative industry • Curious, open minded, and urban • Men, women and everything in between are ! ers Tig azing am
The people we like to see in TIGER DRAGON SLAYERS from the Underworld are TIGER DRAGON SLAYERS themselves. We feature people in the fashion industry with a distinctive style, an extraordinary collection, idea or addiction. When we think they are worth sharing with the world, they are in the magazine, the online blog and in the ipad magazine to inspire and embolden our readers.
IDEAS
TIGER DRAGON SLAYERS from the Underworld believe in the magic of thoughts, the fantastic moment when ideas are born and sent into our world. We pick out the rare ones, who reflect our perception of being bold, outstanding and idiosyncratic. We go out and dare to hunt for them, so be prepared for things, concepts and the random sparks of the about-to-be next big thing.
WWW.TIGERDRAGONSLAYERS.COM
FACTS AND FIGURES IF YOU WANT TO KNOW MORE ABOUT US
GENERAL INFORMATION
Publisher: AMFI - Amsterdam Fashion Institute Title: TIGER DRAGON SLAYERS from the Underworld Print: full colour Format: 22,5 cm x 35 cm Paper Magazine: approx.135 gram Cover: approx. 250 gram Binding: magazine and yearbook bound together; slit binding Frequency: unique appearance Impression: 1 year Circulation: 3,500 Distribution: Internationally Language: English Release date: June 30, 2012 Price: € 9,95
CONTACT
AMFI – Amsterdam Fashion Institute TIGER DRAGON SLAYERS from the Underworld Mauritskade 11 1092 GC AMSTERDAM The Netherlands Frank Wijlens Email: f.j.wijlens@hva.nl T: +31 (0)20 5925555
PR TEAM Mirte van der Lugt, General Manager Sheritza Arnhem Ehrencron, Print manager Jaleesa Thijm, Online manager Julia Petersen, Sponsoring manager Christa Wolf, Event manager Email: pr.tigerdragonslayers@gmail.com WWW.TIGERDRAGONSLAYERS.COM
THE FANTASTIC YEARBOOK AMFI PRESENTS HER
GRADUATES
THE YEARBOOK
TIGER DRAGON SLAYERS from the Underworld the magazine also includes a yearbook. This fantastic piece can be discovered if the magazine is flipped backwards. The yearbook features the bold, the outstanding and risktaking graduates from AMFI - Amsterdam Fashion Institute.
20 YEARS OF AMFI
Amfi is turning twenty this year. Therefore we chose to highlight this birthday and to take a good look into the crazy lifes of previous AMFI students. Inspiring articles and interviews of Alumini and graduates can be soaked in.
IDIOSYNCRATIC PRODUCTS REFLECTING THE LOOK AND FEEL THE PRODUCTS
The TIGER DRAON SLAYERS from the Underworld products are here and ready to pounce! These products reflect the look and feel of the magazine: - Energetic and Powerful - Intelligent Humor - Global Feel - Expressive and Outstanding - Everyday things in a different light Intelligently thought out products that are fashionable, sometimes humorous, poetic and sustainable.
THE LIFE TIME COLLECTION
In the collection we have products created in a variety of materials and different techniques. Acrylics and neoprene have been laser cut and engraved into origami inspired and TIGER DRAGON SLAYER shapes, collars, tags and cases. We have investigated with liquid plastic and rubber, combining these with natural elements such as cow teeth and horse hair in earrings and necklaces. To unite the different materials we have mainly used fake golden and silver chains.
NOSE-DIVE ON OURTIGERDRAGONSLAYERS WEBSITE FROMTHEUNDERWORLD.COM
WORLD WIDE WEB
One of the most important mediums for our brand communication is the Internet. We have created our own online platform www.tigerdragonslayers.com. Besides main information about where to buy the magazine we also have a TIGER DRAGON SLAYER from the Underworld blog. Which is filled with fun yet intelligent content and is updated on a daily basis with a reach of 400 visitors a day in the first two weeks.
SOCIAL MEDIA
TIGER DRAGON SLAYERS from the Underworld took a step into the social media world. On our facebook page our readers can check out what is currently happening within the Underworld and be part of the making process of the magazine. Also on twitter daily tweeds will feed our readers with a daily portion of TIGER DRAGON SLAYERS from the Underworld news.
GET THE WICKED IPAD APP BY TIGER DRAGON SLAYERS FROM THE UNDERWORLD WELCOME TO THE IPAD APP
We are proud to announce that for the first time the AMFI minor Independent Fashion Magazines will launch an additional Ipad version of the magazine with more outstanding productions. The Ipad magazine is an interactive sister publication that adds on to the brand TIGER DRAGON SLAYERS from the Underworld. It provides readers an interactive reading experience and intelligent multimedia entertainment that they can shape themselves to their own needs. This application will be available in the app store and free of charges.
Amsterdam Fashion Institute Mauritskade 11 1091 GC Amsterdam The Netherlands Tel. + 31205925555
THERE’S A NEW MAG IN TOWN! TIGER DRAGON SLAYERS from the Underworld is the ninth fashion magazine published by AMFI-Amsterdam Fashion Institute. TIGER DRAGON SLAYERS are bold, outstanding and ready to pounce. They dress to express not to impress and never forget a hint of humor to put things in perspective. They are the ones that don’t follow the mainstream, the ones that stand out in the crowd, taking a risk in what they do and how they appear. TIGER DRAGON SLAYERS from the Underworld plays with extreme proportions in materials, silhouettes and prints. The magazine looks beyond the mainstream and highlights all the outstanding fashion, intriguing people and outrageous ideas in the creative industry. So be prepared for the fantastic embroidery artist Hally Hopper, a striptease in the closet with Kevin Power and a tour through a “manga maniac“ neighborhood in Tokyo. The magazine TIGER DRAGON SLAYERS from the Underworld makes you want more. The readers are fed with the boldness they have always lusted over and craved for. The magazine is a feast for your mind, the TIGER PRODUCTS an embellishment to your body. Get ready for the wild rings, idiosyncratic keychains and wicked bags. Flip the magazine and be amazed by the astonishing yearbook, as there are two sides to the story. Or download the iPad app, which will be released on June 22, and which will feature even more outstanding stories, shoots and people. Like a tiger, TIGER DRAGON SLAYERS from the Underworld are fearless. Fire runs deep through their veins. Spitting fire with their sharp tongue, they will catch your breath, hold it tight and never release. TIGER DRAGON SLAYERS from the Underworld will be presented at the Amfi Transit event, on the 29th of June, where you can marvel at the work of the AMFI graduates. On the 30th of June the by AMFI store, will take over and be transformed into the TIGER DRAGON SLAYER Underworld. Dare to take a bite. Not for publication If you would like more information and/or images, please contact us. Contact info: M.M. Staverman-van de Beek Communication & Public relations AMFI- Amsterdam Fashion Institute Email: m.m.van.de.beek@hva.nl T: +31 0 20 595 45 22
OFFICIAL TIGER DRAGON SLAYERS FROM THE UNDERWORLD LOGO
OFFICIAL TIGER DRAGON SLAYERS FROM THE UNDERWORLD ICON
Amsterdam Fashion Institute Mauritskade 11 1091 GC Amsterdam The Netherlands Tel. + 31205925555
THERE’S A NEW MAG IN TOWN! TIGER DRAGON SLAYERS from the Underworld is alweer het negende magazine dat geheel is gemaakt door de studenten van AMFI-Amsterdam Fashion Institute. TIGER DRAGON SLAYERS zijn brutaal, hebben lef en staan klaar om de wereld te veroveren. Ze houden van mode, maar dragen alleen wat bij hun persoonlijkheid past. Een echte TIGER DRAGON SLAYER volgt geen trends en neemt, gewapend met een goed gevoel voor humor, de nodige risico’s. Makke schapen zijn er al genoeg! Het tijdschrift TIGER DRAGON SLAYERS from the Underworld inspireert en experimenteert met materiaal, silhouetten, verhoudingen en prints. De makers zijn niet geïnteresseerd in de middelmaat, maar constant op zoek naar de meest uitgesproken mode, mensen en ideeën. Lees bijvoorbeeld over de geweldige borduursels van Hally Hopper, duik in de enorme kledingkast van Kevin Power of ga mee op bezoek in een inspirerende ‘Manga Mania’ buurt in Tokyo. Laat je inspireren door mode zonder kapsones! TIGER DRAGON SLAYERS from The Underworld is gemaakt met pit en passie en deelt de omslag met het AMFI jaarboek, waarin je kunt lezen over de eindexamenstudenten van 2012 en uiteraard hun werk kunt bewonderen. Het magazine brengt bovendien een handgemaakte productlijn, bestaande uit intrigerende sierraden, neonkleurige sleutelhangers en verstelbare tassen. Deze productlijn is verkrijgbaar in zowel de by AMFI Statement Store als OPTIONS in Amsterdam. Maak kennis met de wereld van TIGER DRAGON SLAYERS from the Underworld tijdens het afstudeerevent AMFI Transit op 29 juni 2012 in het World Fashion Centre. Op deze bijzondere dag zullen de afgestudeerden van AMFI je verbazen met hun creatieve en innovatieve werk, wordt het magazine gepresenteerd en verstuurd naar meer dan 100 winkels wereldwijd. Kun je niet wachten tot het magazine op 30 juni in de winkels ligt? Kies dan voor het I-pad magazine dat 22 juni 2012 online gratis verkrijgbaar zal zijn, met meer bijzondere artikelen, uitdagende fotografie en een gedurfd gevoel voor mode. Of bezoek de blog op www. tigerdragonslayers.com. Op 30 juni 2012 zal TIGER DRAGON SLAYERS from the Underworld wereldwijd de schappen gaan veroveren en krijg jij de kans live kennis te maken met de real TIGER spirit bij de officiële opening van 17:00 tot 23:00 uur in de by AMFI Statement Store op Spui 23 in Amsterdam. Je bent welkom – als je durft!
Not for publication If you would like more information and/or images, please contact us. Contact info: M.M. Staverman-van de Beek Communication & Public relations AMFI- Amsterdam Fashion Institute Email: m.m.van.de.beek@hva.nl