BASF X SCAD

BASF

SCAD

Collaborative Learning Center

TABLE OF CONTENTS

7 8

Introduction Client brief Project objective

11 15 23 27 33

I - Fashion Introduction Defining opportunity Perceptual Map Tools & Techniques Logo & Product Label

39 51 67

Fashion | Apparel Introduction Design & Solution Final Designs

Fashion | Accessories 75 Introduction 87 Design & Solution 103 Final Designs

115 121 131 137 149

II - Sportswear Introduction Defining opportunity Perceptual Map Tools & Techniques Logo & Product Label

157 177 187

Sportswear | Apparel Introduction Design & Solution Final Designs

189 203 217 227

Sportswear | Accessories Introduction Design & Solution Final Designs Visual Effects

231 239 253

Conclusion & Insights Appendix References

CLIENT BRIEF BASF has commissioned SCAD to unveil the full potential of their Ultramid Total Fit polyamide fabric. In order to increase awareness of their sustainable efforts they what to reach a wider audience. This involves skipping the middleman, textile manufacturers, to directly reach their end customer, brands and retailers.

To promote this new textile, it is imperative to discover the positive and negative properties and how it can be perfected.

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PROJECT OBJECTIVE SCAD’s mission is to test the fabric and find the best areas of application. To achieve this, students conducted extensive primary and secondary research on the market and on the textile itself. From their findings they conceptualized designs that best highlight the potential of Ultramid Total Fit. Additionally, the desire to penetrate a new market opened up an opportunity to re-brand BASF’s new development. As a result, each team renamed the fabric and designed logos and hangtags to maximize BASF’s ability to promote Total Fit. There are two teams in this project: fashion and sportswear.

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I - TEAM FASHION

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TEAM LUNAK Considering the target market, LUNAK LUNAK Team Lunak felt it necessary to rebrand and rename the TotalFit fabric. The word Lunak is derived from a foreign language and consists of descriptors such as gentle, delicate, and pliable. These are all key attributes of the fabric that the team wanted to reflect in the name.

LUNAK

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LUNAK MEMBERS

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Alexandria Lang

Vivian Lin

Jeremy Loo

BFA, Fashion Marketing, Junior alexandrialang18@gmail.com

BFA, Fashion Design Major Animation Minor, Junior vivianrlin@gmail.com

BFA Graphic Design, Junior jeremydanloo@gmail.com

Alex is currently pursuing a BFA in Fashion Marketing and Management and minor in Service Design at the SCAD Savannah campus. She is from Georgia, but has loved her time in Hong Kong and hopes to return to Asia upon graduation. Her favorite Lunak item would be the Weekender Bag, as it is the perfect size bag for a short vacation.

Vivian is originally from California but moved to Shanghai for high school.

She has loved art ever since she was little and now studies Fashion Design and Animation in Hong Kong. In her free time, she enjoys drawing and watching TV shows while sipping on tea. Her personal style is somewhat feminine and girly, so her ideal Lunak item would be an A-line skirt with floral laser cut details at the bottom.

Born and raised in Hong Kong, Jeremy is used to people coming and going. He is currently studying to become a Graphic Designer. Jeremy loves long walks on the beach, and talking to his friends over ice cold drinks. As a Graphic D e s i g n e r, t h e L u n a k c a s e would be a perfect accessory to protect his livelihood.

Kimberly Nelson

Endra Singh

Blair Salter

MA,Luxury & Fashion Management kimberly.k.nelson@gmail.com

BFA, Fashion Design, Junior esdery7@gmail.com

BFA, Fashion Marketing, Senior blairsalter1@gmail.com

Kimberly is a Master’s student studying Luxury and Fashion Management. Originally from the US, she has been living, working in and loving Hong Kong for the past four years.

Her favorite Lunak item is the Craftsman Jacket as it’s the quintessential design for work and play.

Endra is a Fashion Design and Fashion Marketing student, born and raised in Hong Kong.

She loves to escape from the city when she can to explore a n d t rave l . H e r f avo u r i t e L u n a k i te m wo u l d b e t h e Weekender Bag since it’s the ideal travel accessory.

Originally from Florida, Blair currently attends SCAD at the Savannah location. In Spring 2016, she plans to graduate with her Bachelors in Fashion Marketing and Management.

Her passion for fashion resides in sustainability, and she plans to further pursue these ethical issues in her job affiliation. Her favorite Lunak accessory is the Lunak case as it is a convenient size for her busy lifestyle.

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DEFINING OPPORTUNITY With the exciting new fabric and LUNAK LUNAK project brief determined, Team Lunak concluded that they would want to focus on a completely new angle for BASF to consider when approaching potential customers.

As none of the team members had ever researched or worked in menswear, they took a personal growth challenge to further their insights into the booming world of men’s fashion.

LUNAK

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MARKET RESEARCH When considering the different markets available in menswear, Team Lunak first needed to understand the varying levels out there. Fast fashion is the baseline, where clothing attracts a mass market in both trendsetting, quick-changing styles, as well as in its low cost. Contemporary brands are a higher price point, but are still accessible to large market. These brands vary in whether they stick to a four-season style cycle, or if they continually bring out new collections.

Premium brands are next level, with the market accessibility narrowing as the prices increase.

Exclusivity and demand for quality are driving factors for consumers at the premium level.

The luxury segment is the top, most expensive market for fashion. Heritage and couture pieces are defined at this ultra high price point.

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theglassmagazine.com 18

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Beginning their market research with store visits, Team Lunak members went into a variety of brands at all price points. Beginning with fast fashion like Topman, H&M and Zara, group members saw similar synthetic fabrics utilized in all types of designs. They then moved into a more premium market, focusing on brands such as Burberry and Hugo Boss, while also looking at more sportswear focused lines such as Alexander Wang and Y3. Team Lunak was surprised to find a mixture of natural, high-end fabrics paired with similar textiles to Lunak in both apparel and accessories. The group members ended their initial market research with visits to luxury brands such as Tom Ford and Givenchy, where they concluded this market would not be the place to introduce Lunak.

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After extensive review of the fast fashion and premium marketplaces, Team Lunak conducted primary research on persons they considered a potential end consumer. Questions for these end consumers included the brands they shopped at most, the silhouettes and fabrics found in their favorite pieces, and the willingness to experiment with new fabrics and designs.

With a better idea of both the market and the end consumer, Team Lunak looked to the emerging trends for menswear. They narrowed in on the Artisan Trend as a development in fashion that would exemplify some of the best qualities of Lunak. Assets such as the craftsman and detail-oriented styles lends itself to Lunak. The sturdiness accompanying many of the designs represented the Lunak fabric in a way that designers from the group knew they could capture in their looks. This trend naturally resonates to a higher, more premium market, thus helping Team Lunak conclude their desired market.

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mrderk.com 22

COMPETITION Direct Competitors The final aspect of research to determine the appropriate segment for Lunak’s arrival to the market was to consider the competition.

After researching synthetic fabrics in general, group members focused on artificial leather and suede-like textiles. With hundreds of similar fabrics on the market, Team Lunak narrowed in on the three most relevant competitor fabrics available today. Beginning with Parcour, while this synthetic leather has the unique feature of engraving the fabric, the chemical make-up and non-sustainability factors ruled out Parcour as a viable competitor.

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Ultrasuede and Avantfiber were the two materials that group members resolved as the main competitors to Lunak. Both materials have environmental elements addressed, both materials have similar attributes to Lunak and both have an established presence in the premium market. However, when compared side-by-side, the unique composition of Lunak reveals its numerous advantages to these rival fabrics.

Parcours (CAC)

Ultrasuede (Toray)

Avantfiber (Juan Poveda)

Lunak (BASF)

not sustainable

responsibly engineered

recyclable

sustainable

middle cost

low cost

high cost

middle cost

77% PVC 11% PL 9% CO 3% PU

65% PL 35% PU

50% PU 50% NY

70% PL 30% NY

high durability

mid durability

durable

durable

no stretch

no stretch

no stretch

stretchy

absorbant

absorbant

emboss/engrave

emboss/engrave

high friction

high wicking

structured

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Indirect Competitors By introducing Lunak in the premium marketplace, Team Lunak realized that there would be a strong indirect competitor of premium, natural fabrics. This is especially true when considering the new, more environmentally friendly fabrics available at a higher price point such as vegan leather. While this competition should be noted, Team Lunak does not feel it is a direct threat to the success of Lunak’s entrance into the market.

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indiaprwire.com 26

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TOOLS & TECHNIQUES The first step toLUNAK understanding LUNAK the new Lunak fabric was for team members to experiment with the fabric. Team Lunak stretched, pulled, burned and pushed the fabric to the limits with their tests. Please note all manipulations were completed in a non-scientific method.

LUNAK

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Waffle Iron

FABRIC MANIPULATION Fabric Development When the team was first tasked with the challenge presented to us by BASF we sought to manipulate the fabric in ways that would accentuate the final designs. The team also thought of bolder ways to test the fabric to see how it would react. The fabric was brought to a flame to test the flammability. Lunak is slow to catch fire, clearly a positive. However, in a different test, Lunak was put into a waffle iron in the hopes of branding it. The test did not bring the results we originally expected, but it brought to light other features of Lunak. Lunak has a low melting point, and once melted it has a high sheen.

The developments that proved to be most u s e f u l we re w h e n t h e te a m e n g rave d , embossed, quilted or laser cut Lunak. The fabric is able to retain it’s shape, and showcase any design treatment (such as patterning) effectively. The team exploited this discovery in great lengths when considering designs for apparel and accessories.

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Flame

Engrave

Engrave

Bleached

Quilting

Laser Cut

Steel Wool

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Engrave

Engrave

Engrave

Engrave

Engrave

Engrave

Engrave

Fusing

Fusing

Laser Cut

Laser Cut

Laser Cut

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LOGO & PRODUCT LABEL Team Lunak carefully considered LUNAK LUNAK their market and BASF’s history in science when developing a logo.

The team also created product labels to accompany the products in order to inform the customer of the fabric.

LUNAK

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LUNAK LOGO Wh e n d eve l o p i n g t h e l o g o, Te a m L u n a k considered BASF’s rich history in chemical solutions. The team sought to meld the worlds of premium fashion and science. Team Lunak collectively settled on the incorporation of a hexagonal shape into the logo. The placement and layout of the shape elevated the logo. The final treatment blended science and fashion effectively to give the logo a luxurious feeling, yet still retaining the essence of chemistry.

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Pantone 294 C CMYK 100, 69, 7, 30 RGB: 0, 47, 108 Pantone Warm Gray 11 C CMYK: 26, 36, 38, 68 RGB: 110, 98, 89

LUNAK

LUNAK LUNAK

LUNAK

CMYK 0, 0, 0, 0

CMYK 0, 0, 0, 100 RGB: 0, 0, 0

LUNAK Lunak LUNAK Lunak RGB: 255, 255, 255 LUNAK Lunak LUNAKLUNAK LunakLunak

LL L

Logo Developments

LL

LUNAK LUNAK LUNAK

LUNAK LUNAK LUNAK LUNAK

LUNAK

LUNAK LUNAK LUNAK lunak. lunak.

LUNAK lunak.

LUNAK

LUNAK

unuankak un a k

lunak.

lunak.

LUNAK

lunak

LUNAK L·U·N·A·K LUNAK lu n luanka k LUNAK LUNAK LUNAK L UL U NA NK A K LUNAK lu n a k u n a k LUNAK LUNAK L U N A K l LUNAK LUNAK L U N A K

LUNAK

LUNAK

lunak

LUNAK

LUNAK LUNAK LU NA K LUNAK lunak.

LUNAK lunak.

LUNAK lunak.

LUNAK lunak.

LUNAK LUNAK LUNAK

lunak lunak lunak

un a k

LUNAK lunak.

LUNAK L·U·N·A·K LUNAK L·U·N·A·K LUNAKunak LUNAK L·U·N·A·K LUNAK LUNAK LUNAK L·U·N·A·K

LUNAK

lunak. lunak. lunak. lunak.

lu n a k

LUNAK LUNAK LUNAKLUNAK

lunak.

LUNAK 36

PRODUCT LABEL To continue brand identity, Team Lunak felt that product tags would be a great addition to not only educate consumers about the makeup of the fabric but also inform them of the many qualities of Lunak.

In terms of design, the team wanted to maintain the luxury feeling with scientific undertones, just like the logo. The hexagon shape was incorporated again. New design treatments such as patterning bring new elements. Restricting the color palette to black and white elevates the luxurious quality even more.

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TEAM APPAREL CONTEMPORARY CLASSICS LUNAK

LUNAK

The designs for apparel were carefully curated to fit a sleek, modern aesthetic. The team decided to focus on outerwear due to the properties of Lunak. Clean, sleek silhouettes comprised of classic patterns and modern technologies we re u t i l i ze d t h ro u g h o u t the designs.

LUNAK

MARKET CONCEPT Asia Men’s Market After examining the menswear market, Team Lunak decided to focus research on the Chinese market. According to Euromonitor in 2014, menswear increased by 7% in current retail value terms, as Chinese men paid more attention to personal appearance. Preference for higher end, detailed apparel from western countries have influenced the Asian markets. Meanwhile, with disposable increasing income, men are more inclined to purchase branded and premium products to express their taste and status. The inclination of men to purchase premium products is evident in the success of premium brands such as Burberry (Reference USA). Compared to Europe and the Americas, total revenue for Burberry and other premium brands is higher in the Asia Pacific area.

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Hong Kong Men’s Market More specifically we chose to focus on the Hong Kong men’s market, where menswear saw an 8% current retail value growth in 2014 to reach HK$25.2 billion (Euromonitor 2015).

The major drivers of sales especially luxury fashion sales, were the high-earning, young, urban males (Euromonitor 2015). The men in Hong Kong continue to show enthusiasm for dressing up as well as sophistication in fashion. The exclusivity, quality and style are what mainly affect their purchasing decisions (Euromonitor 2015).

Men’s jackets and coats recorded 10% in value growth in 2014 with the smart casual uptrend for the male community in Hong Kong (Euromonitor 2015). The male sees jackets and coats as a finishing touch to their attire inspired by Korean fashion sense. This makes the Hong Kong market a perfect place to introduce our Lunak jackets and coats.

blogs.wsj.com 42

Sportcoat Navy

Aubergine

Mossy Evergreen

Worn Leather

Volcanic Ash

MOOD & COLORBOARD 43

gq-magazine.co.uk

Wet Cement

Lunak’s apparel designs were focused on the use of structure, style and functionality. Lunak tried to capture a potential consumer who values these traits throughout their daily life. Team Lunak used less saturated jewel tones in the designs.

All: pinterest.com

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PRELIMINARY IDEAS The following are inspiration LUNAK LUNAK sketches created by Team Lunak designers.

LUNAK

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INITIAL DESIGN CONCEPTS With the modern man in mind, Team Lunak apparel envisioned clean, sleek silhouettes t h at wo u l d s u i t a m a n l i v i n g i n t h e c i t y.

The team focused on outerwear to fit in with the Autumn/Winter ‘16-17 season that was targeted. Lunak is focusing on detailing in places such as elbow patches, collars and panel work.

In order to elevate the detailing, techniques including engraving, embossing, and quilting are incorporated. These technical additions will highlight the qualities of Lunak, also creating aesthetically pleasing designs.

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FINAL INITIAL LINEUP 49

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DESIGN SOLUTIONS TEAM APPAREL LUNAK

LUNAK

LUNAK

Th e f i n a l d e s i g n s fo r a p p a re l comprise of outerwear in three different silhouettes. A long coat, a formal suit jacket and a bomber jacket featuring classic patterns made with modern technologies allows for a clean, modern look.

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COAT DEVELOPMENTS With initial feedback praising the sleek, structured looks possible with Lunak, Team Lunak decided to further design the long coat. With keeping the same silhouette, team members looked at different variations in the collars, buttons and pockets. Team Lunak decided to keep the initial laser cutting details to better demonstrate the precision cuts possible.

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Lunak laser cuts

Classic Trench

The Weatherman

Duffle Coat

Collarless Overcoat

Military Duffle

Fisherman’s Coat 54

SUIT JACKET DEVELOPMENTS Appealing to a classic, yet modern man, Team Lunak wanted to redesign the classic suit jacket. The team members decided to better utilize the versatility of Lunak by using the engraving capabilities to recreate traditional motifs. Then, playing with the classic button and collar combinations, Team Lunak put sleek details into the design to complement the classic patterns.

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Lunak engravings

The CEO

Cigarsman

Classic Blazer

The Countryman

Sports Jacket

Tennis Clubmaster 56

JACKET DEVELOPMENTS When reviewing the initial designs, Team Lunak fell in love with the classic bomber jacket.

With its loose, yet structured silhouette, the team members felt this was a quintessential j a c ke t to s h ow L u n a k ’s d e t a i l - o r i e n te d capacity. Traditional ribbed trim and zippers were combined with a quilted, padded Lunak.

Variations with buttons and high necklines were also considered.

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Lunak quilting

Letterman

The Boyfriend

Varsity Jock

The Sling

Coach

Motorcycle

University

Art Student

The Aviator 58

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TECH PACKS TEAM APPAREL LUNAK

LUNAK

LUNAK

In this section, Team Lunak has produced tech packs with specific details to aid in the production of products.

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interior lining

lasercut details

button closure flap pocket

Lunak (thicker and more brushed)

THE OVERCOAT A long coat in either a brushed or firm form of Lunak. It features a double breasted front, front flap pockets, lining on the interior and a single back vent. Possible alterations on the fabric to improve the design is altering Lunak into a thicker and firmer texture for a more structural feel. The sleek, structured coat reflects the elevated market Team Lunak narrowed in on.

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Pantone 7533 CP

Pantone 730 CP

Pantone Black 3 CP

Pantone Black 3 CP

Pantone 7770 CP Pantone Black 3 CP

Measurements (cm) body length front

108

body length back

110

side seam

87

across shoulder

48

sleeve length

61

chest

98

waist

105

bottom sweep

110

sleeve cuff opening

23

biceps

35

vent

24

62

interior lining

a more woven Lunak engraved with classic patterns embedded pockets

button closure

THE CRAFTSMAN JACKET A fitted, formal jacket that features an engraved Lunak. With parallel flap pockets, a lined interior, and a vent in the back, this classic silhouette reflects the artisan trend the design is inspired from. This jacket is lighter and more breathable than other formal jackets, but still maintains a classy touch. Possible alterations on the fabric to improve the design is altering Lunak to a more woven texture.

Classic suiting patterns are engraved into the Lunak’s outer layer, giving the jacket a handcrafted, unique look.

63

Pantone 532 CP

Pantone 532 CP

Pantone WG 10 CP

Pantone 294 CP

pinstripe

classic check

Measurements (cm) body length front

73

body length back

75

side seam

52

across shoulder

48

sleeve length

61

chest

98

waist

89

bottom sweep

Pantone WG 10 CP Pantone WG 7 CP

100

sleeve cuff opening

23

biceps

35

vents

24

tartan

64

ribbed trimming

brushed Lunak

quilted Lunak lined pockets

THE SATURDAY JACKET A bomber jacket featuring brushed Lunak and quilted Lunak on the exterior, and lining on the interior. The quilted Lunak is padded with down and offers just the right amount of warmth. It features ribbed trimming for the neck opening, sleeve cuff, and bottom sweep. Trims include lined pockets and a metallic zipper. A coating may also be added to the Lunak for a glossy finish and a more leather like touch. The traditional bomber silhouette is elevated with the quilted details.

The design also shows off the versatility of Lunak.

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metallic zipper

Pantone 7770 CP

Pantone 132 CP

Pantone 5185 CP

Pantone 532 CP

Pantone 7631 CP

Pantone 309 CP

Pantone 5255 CP

Pantone WG 10 CP

Pantone WG 7 CP

Measurements (cm)

body length front

63

body length back

65

side seam

42

across shoulder

48

sleeve length

61

chest

98

waist

89

bottom sweep

82

sleeve cuff opening

20

biceps

35

66

67

DESIGN ILLUSTRATIONS TEAM APPAREL LUNAK

LUNAK

LUNAK

68

69

THE OVERCOAT

70

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THE CRAFTSMAN JACKET

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THE SATURDAY JACKET

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TEAM ACCESSORIES ARTISINAL ACCOMPANIMENTS LUNAK

LUNAK

LUNAK

In order to appeal to the market, Lunak felt it necessary to include accessories that were refined and artisanal, infused with bold details.

Quilting, embossing and engraving techniques are featured on the designs to add uniqueness.

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Conscious Consumer

MARKET CONCEPT T h r o u g h m a r k e t r e s e a r c h , Te a m L u n a k proposed that Lunak will profit at a substantially higher rate in the premium market. Through similarity of fabric quality a n d a r i s e i n t h e p re m i u m m a r ke t p l a ce, Te a m L u n a k t h e o r i z e s t h i s m a r k e t w i l l lead to success.

Collaborations A s t h e p r e m i u m m a r k e t h a s ex p l o d e d , collaborations have also hit the radar in the fashion industry. Today, fashion collaborations allow aspirational brands to introduce products to a wider audience.Team Lunak sees a promotion between an aspirational premium brand partnering with a fast fashion company such as H&M as a huge success. This will also help introduce a new synthetic fabric to a wide market segment through aspirational fashion.

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Through research of consumers’ buying trends, Team Lunak focused on the conscious consumer.

With a growing interest in sustainability, consumers are beginning to recognize the environmental impact of the fashion industry.

Key attributes they value include craftsmanship, authenticity, and transparency. As BASF is known around the world as a sustainable company, Team Lunak concluded that using these sustainable qualities can be featured as a major selling point to premium brands.

Conscious Collaborations One company that is changing the dynamic of fast fashion is H&M. With the launch of their Conscious Collection, H&M challenges the notion of sustainability. In a business platform, the company aims to see long-term success in the wake of fulfilling the demand for sustainable garments. Their recycling maneuvers include creating a closed-loop system in order to recycle old garments into new fashion.

designfever.com 78

Artisanal Blue

Burnt Orange

Pea Soup

Golden Honey

Twilight

MOOD & COLORBOARD 79

dtkmen.com

Academia

Through artisanal refinement, Lunak Team Accessories focused on elements of traditionalism and utility. In an effort to develop a collection of accessories that expresses an active lifestyle of the potential customer, designs value quality and utility over trends and fast fashion. Team Lunak defines color through warmth and richness.

All: pinterest.com

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PRELIMINARY IDEAS The following are inspiration LUNAK LUNAK sketches created by Team Lunak designers.

LUNAK

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INITIAL DESIGN CONCEPT Wi t h a r t i s i n a l a t t h e f o re f ro n t , L u n a k accessories set out to create a line that was refined, yet bold. The team focused on quilt patterns, along with other classic motifs like herringbone and check to add flare. During the initial stages, the team flirted with adding natural elements of wood to appeal to sustainability. With a loud color palette, accessories could target a more daring man with an editorial eye. The team envisioned Lunak as a main component of all designs.

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FINAL INITIAL LINEUP 85

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DESIGN SOLUTIONS TEAM ACCESSORIES LUNAK

LUNAK

LUNAK

In order to best execute our ideas, Te a m L u n a k s e t t l e d o n t h re e final designs consisting of a bag, laptop case, and shoe. The designs incorporate intricate detailing in order to attract a refined, yet daring customer.

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Original Bag Concept

BAG DEVELOPMENTS After examining the market further, Team Lunak concluded the original, oversized bag was too bold and specific. The group went back to the drawing board and developed more versatile bag designs.

With varying styles to choose from, Team Lunak narrowed it down to two different types of handbags, including a duffle weekender bag. The group then considered the functionality; adding pockets, latches and zippers, as well as playing around with the panelling and flaps, to create a more interesting look.

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Original Case Concept

LAPTOP CASE DEVELOPMENTS The laptop case has become a modern day essential for many people, so the team felt it productive to include a Lunak design. The preliminary fabric developments inspired us to create different panelling textures featuring quilting, lasercutting and engraving.

Keeping the wooden button as an artisinal element to the design. The group developed various styles, openings, slots and handles to add functionality into each design.

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Original Shoe Concept

SHOE DEVELOPMENTS Further development of the original chukka boot design, the team looked into different types and cuts of mens shoes. Playing around with the number of closures to adding different panelling and straps, makes a drastic difference in style and aesthetics. Thus, Team Lunak have developed multiple designs to provide varied options that would fit into the premium market comfortably.

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TECH PACKS TEAM ACCESSORIES LUNAK

LUNAK

LUNAK

In this section, Team Lunak has produced tech packs with specific details to aid in the production of products.

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leather straps and handle handle: 4cm circumference

bronze zipper drop: 8cm

bag strap: 60cm wrapped around

bag flap: 18cm/13cm

bronze hardware metal hooks

patchwork curve circumference: 12cm/H:6cm/L:6cm

bronze hardware metal holes

adjustable bag strap: 60cm long/5cm

bronze hardware belt buckle shoulder pad with cushion: 22.8cm/15cm/3cm

THE WEEKENDER The Weekender is the perfect travel duffle. The exterior of the bag uses thicker, furrier and suede-like Lunak with water resistant properties. A central vertical panel incorporating quilting, lasercut or engraving textures, allowing for design options for customers. To ensure end consumers gadgets and important items are safe well protected, the interior is fully quilted and padded with Lunak. With different, separating compartments and pockets in the bag. Team Lunak has designed this bag to reflect the utilitarian needs that the market looks for.

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Pantone 532 CP Pantone 7631 CP Waterproof suede

Pantone 132 CP Pantone 7533 CP

Panel options: quilting/laser cut/engraving

Bronze hardware Metal hooks L: 10cm/H :5cm Bronze hardware Metal latch L: 6cm/H: 4cm

Pantone 7756 CP Pantone 532 CP

The weekender size: L:56cm/ Depth: 25cm/ H: 30cm

Bronze metal zip L: 54cm/H: 2.5cm Lunak Properties: - soft - lightweight - strong and durable - water resistant (water proof) 98

leather piping and frame

metaliic zipper 2’ wide

leather pockets business cards L:10cm/ H: 5cm

leather pockets phone L:14.7cm/ H: 6.5cm

lunak button-shape screen wipe diameter: 7cm

quilted/ laser cut/ engraved effect rectangular panel 11’ Small: Frame: 29cm/ 22cm/ 6cm deep Inner panel: 27cm/ 20cm Handle: 20cm/ 5cm Strap: 16cm/ 3cm

leather clutch strap handle

13’ Medium: Frame: 35cm/ 26cm/ 7cm deep Inner panel: 33cm/ 24cm Handle: 26cm/ 7cm Strap: 22cm/ 5cm

15’ Large: Frame: 39cm/ 29cm/ 9cm deep Inner panel: 37cm/ 27cm Handle: 29cm/ 9cm Strap: 25cm/ 7cm

THE LUNAK CASE The Lunak Case is inspired by the beautiful colors of fall and artisinal elements like wooden buttons. On the exterior and interior of the case is a thicker felt-like and brushed texture.

A central vertical panel for quilting, lasercut or engraving is included to give texture. The Lunak Case is chic and functional since the interior is fully quilted and padded with Lunak to provide a protective environment for laptops. A Lunak screen wipe is given as a gift with our cases to deal with unwanted blemishes.

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Pantone 7463 CP Pantone 7550 CP Felt Texture

Pantone 1675 CP Pantone 7550 CP

Panel options: quilting/laser cut/engraving

Wooden buttons Dark cherry Diameter: 3.5mm Diameter: 1.5cm

Pantone 7756 CP Pantone 132 CP

Lunak Properties: - soft - felt-like texture - strong and durable - protective quilted, padded interiors

Lunak Screen wipes Diameter: 7 cm

Bronze metal zipper L: 30cm/ 36cm/ 40cm

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shoelace eyelet Outer diameter: 9mm Inner: 4.5mm H: 4.5mm

webbing

5mm shoelace L: 115cm

height: 12cm

special toe puff

1” leather sole

half rubber cover heel

leather heel & safety rubber heel

2” leather sole

THE LUNAK CHUKKA Constructed for both comfort and style, the classic chukka boot is the ultimate in smart/ casual design. The exterior of the shoe is thicker and furrier suede-like Lunak with resistant properties to make it waterproof. A curved side panel for quilting, lasercut or engraving textures is included to give it a playful twist. Due to Lunak’s quick drying ability, the insole and interior is surrounded with a thin weight Lunak to reduce excess moisture and make it comfortable for the wearer.

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Shoe size: US 10/ UK 9.5/ EUR 44

Pantone 7463 CP

Pantone 7550 CP

Pantone 7550 CP

Pantone 730 CP

Waterproof suede

Panel options: quilting/laser cut/engraving Pantone 1675 CP

Pantone 7550 CP

Pantone 7550 CP

Pantone 730 CP

Bronze hardware Shoe eyelet Outer diameter: 9mm Inner diameter: 4.5mm H: 4.5mm

Waxed round Shoelace L: 115cm W: 2mm

Pantone 7756 CP

Pantone 7550 CP

Pantone 730 CP

Pantone 7550 CP

Lunak Properties: - soft - strong and durable - quick dry - breathable insoles - water resistant (water proof) 102

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DESIGN ILLUSTRATIONS TEAM ACCESSORIES LUNAK

LUNAK

LUNAK

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THE WEEKENDER

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THE LUNAK CASE

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THE LUNAK CHUKKA

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TEAM CONCLUSION

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LUNAK

Team Lunak has worked hard to design a new market strategy with accompanying designs for BASF. With sleek, structured outerwear and detailed, artisanal accessories, the team is confident the use of Lunak fabric can be used in a variety of ways.

Introducing Lunak into the men’s Asian market, as well a more focused sustainable market, Team Lunak is optimistic in the success of the fabric into the market.

LUN

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II - TEAM SPORTSWEAR

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TEAM SPORTSWEAR CHAMELEON sustainable, innovative & transitional textile

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CHAMELEON Team Sportswear, Chameleon, took on the responsibility of showing BASF how their new textile could enter the sportswear market. The team separates into two groups to highlight opportunities in both apparel and accessories sectors. The groups diverse backgrounds and talents allow for all perspectives to be covered. Different viewpoints ensure maximum creativity and innovation.

To make Ultramid Total Fit more appealing to the active wear market, the sportswear team renamed the fabric Chameleon.

Chameleon is a lizard that has the ability to change colors and adapt to its environment.

Chameleon’s multi-functional properties embodies the lizard’s unique abilities. The suede-like touch, quick moisture absorbency and fast drying abilities of this textile make it ideal for a variety of activities.

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TEAM MEMBERS Apparel

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Keleka Mobley BFA Fashion Marketing & Management, Senior mobleyk@yahoo.com

Janet Wong BFA Fashion Design, Product Designer, Senior janetwong0902@gmail.com

Tiffany Yuen Yue Cheng BFA Graphic Design, Senior yuenyuecheng@gmail.com

Keleka Mobley is an American born in Japan. During her studies she focuses on brand direction and development.

She looks forward to move the fashion industry towards a more sustainable future. In the past she was heavily competitive in Track and Cross-Country and she has been running for ten years.

Janet Wong was born and raised in both China and Hong Kong.

She loves looking into vintage clothing and digging into details of garment construction. Most of her collections are heavily influenced by men’s tailoring.

She believes that every single details in the garments plays an important role in the design.

Born and raised in Hong Kong.

She has a great passion in hand lettering and brush calligraphy.

She enjoys swimming, as it is her passion for life. She has been soaking with the scent of chlorine for over 10 years. It has an enormous impact on her personal growth and maintaining work-life balance.

Accessories

Ciska van der Schalk MA Luxury & Fashion Management/ Product Developer Ciska@vanderschalk.de Ciska is German, born in Belgium.

She has lived in both Europe & Hong Kong. Throughout the last couple of years she has been working for several marketing & communication departments in various industries. She loves to stay balanced during her busy schedule, by practicing yoga and working out in the gym.

Florence Yu Si Chan BFA Graphic Design/ Product Desinger, Senior florencechan88@gmail.com Born in Hong Kong, Florence studied at international schools in Shanghai for over nine years.

She broaden her education and experience in London at UAL. She is enthusiastic for creative thinking and product designing.

She is also passionate about fine art, and dedicated to yoga for a balanced mind and body.

Solomon Wong BFA Visual Effects, Sophomore sw61892@gmail.com

Born in Canada and raised in Hong Kong. He graduated with a Bachelor degree in Statistic and Computer Science at the University of Illinois in Urbana Champaign. Today, he majors i n Vi s u a l E f f e c t , m i n o r s i n F i l m a n d Te l ev i s i o n a n d i s passionate about visual graphics, cinematography and basketball.

Alexandra Ghalibaf BFA Fashion Design, Sophomore alexghalibaf@gmail.com

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DEFINE OPPORTUNITY To better understand the sportswear market, p r i m a r y a n d s e co n d a r y re s e a rc h wa s conducted. The team sought out opportunities in the marketplace to find where Chameleon would work best. The team analysed ideal sportswear brands for BASF to introduce their new textile to. In order to create product that would appeal to these brands, research on their end-customer was also conducted.

In this section, the best point of entry for BASF is defined and explored. Sportswear trends are researched for the current season and beyond in order to anticipate possible changes in consumer demand.

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TARGET AUDIENCE A survey for brand loyalty within the sportswear industry indicates that out of 100 participants, 46 are female. Within this target group, women are mostly under 32 years of age, only a small percentage were above 32. Therefore, the research has led to our decision of doing womenswear, as well as targeting customers who are under 35 years-old.

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Photo reference from Nike

For this project, we are creating a collection for the fall/winter 2017 season for the BASF fabric.

As for the selection of sports, we choose training, yoga, lifting and running to narrow down our design direction. By focusing on these activates, we are able to further develop and tailor the designs to the need of this urban athlete.

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MARKET RESEARCH

Photo reference from Nike News

BASF provided a few sportswear companies, which are Nike, Adidas and Puma as their end customers. The three companies highly focus on performance of the products, as well as taking the aspect of sustainability into vendors, suppliers and production. Therefore, BASF provided us a more focused design direction.

We b e l i eve t h e o b j e c t i ve o f B AS F a s a supplier for Chameleon is ideal and matching with what sustainable sportswear industries are targeting. To reinforce this statement, our research indicates that Puma is already in partnership with BASF for the supply of Recycled Thermoplastic Polyurethane (TPU).

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MARKET TREND

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Photo reference from Nike News

The sportswear industry is currently on the rise. More specifically, there is growth in the women’s activewear segment. As a response business are catering more towards the female athlete with female only gyms and brick and mortar stores. The female sportswear market is expected to experience growth in the future, due to increasing participation in sports. As exercise becomes more prominent in their daily lives, consumers are looking

for transitional sportswear. By focusing on functionality as well as fashion, many major brands are combining sportswear and streetwear styles. To encourage continuous growth, brands such as Adidas, Nike, and Puma are looking for female celebrities and models to represent their brand. The recent focus on the female athlete highlights an open opportunity in the market for Chameleon (For more information please refer to appendix page 241).

Photo reference from Nike News

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INSPIRATION

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Photo reference from Pinterest

The inspiration for defining the color boards as well as the designs for the following chapter; is a young urban woman that lives a busy lifestyle, exceeding a common 9am to 5pm workday. This active female is restless and

desperately trying to find her balance, in the midst of the hectic city life. She lives under the strong believe, that running and getting stronger in the gym, helps her to find this inner peace.

Photo reference from Pinterest

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PERCEPTUAL MAP In order to communicate to BASF how they can draw attention to the best characteristics o f t h e i r n e w d e ve l o p m e n t , t h e t e a m conducted an on-campus experiment. The process involves comparing the drying and water absorbing speed of Chameleon to other textiles of the sportswear market.

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COMPETITION Experiment Result In order to discover the water drying, absorbing and repelling ability of Chameleon fabric against different popular sportswear fabric on the market, a water drying test was conducted on the SCAD campus. The control is using a half tablespoon amount of water on different fabrics and see how long it takes for the fabric to absorb and dry within a 20 minutes mark. We tested DryFit from Nike, Lycra from 2XU, Climacool from Adidas, Gortex, Airism from Uniqlo, cotton and the two Chameleon fabrics (suede-like and TwoTone).

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From the chart, it shows that, Climacool, Cotton and Chameleon (suede-like) have the highest water absorbing and drying ability, while Gortex and Chameleon (TwoTone) have the highest water repelling ability.

Water Drying Ability (mins)

Water Absorbency (mins)

Chameleon (suede-like)

10.36

0.15

Chameleon (TwoTone)

20.00

20.00

Dryfit

20.00

2.00

Lycra (2XU)

20.00

5.46

Climacool

13.44

0.00

Gortex

20.00

20.00

Airism

14.20

0.40

Cotton

12.21

0.10

Fabrics

SCAD HK (first floor)

Time length

20 minutes

Amount of water

1/2 tablespoon

Environment

Dry & Low Humidity

Controlled

Venue

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HIGH

(water absorbency) 0 min

Climacool Airism Cotton

Chameleon (suede-like)

Dri-FIT

LOW

20mins

10 min

(water drying ability)

(water drying ability)

Lycra (2XU)

Gortex Chameleon (two-tone)

20mins

LOW

(water absorbency)

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HIGH

Perceptual Map The result can be seen more clearly on the perceptual map. The top right corner identifies the fabrics with the highest water absorbing and drying ability that is ideal for sweat wicking, since it can absorb and dry quickly. While the bottom left corner identifies the highest water repelling ability that Gortex and Chameleon Two-Tone are ideal for outdoor sport, waterresistant apparels.

It shows that Chameleon suede-like and Chameleon TwoTone have different properties and they are ideal for different scenarios of doing sports.

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TOOLS & TECHNIQUES In order to proceed the designs for sports apparel and accessories, various tools and methods are taken into consideration within our research. Different software are implemented throughout the design process.

Experiments are conducted for the fabrics, such as the technique of laser cutting and embossing, as well as basic manipulations.

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TOOLS & TECHNIQUES The use of new methods or techniques help promote a company and its products. In order to demonstrate the best uses for BASF new fabrics, we need to understand the tools and techniques that consumers are looking for in their sportswear. According to WGSN

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techniques such as laser cutting and 3D textures are trending in active textiles. Laser-cut fabrics increase breathability. For high impact sports, athletes are looking for materials that can resist high abrasion while still being lightweight.

Adding three-dimensional texture to fabrics can

aid in its durability and thermal-regulation.

Adding light conducting fibers and reflective finishes to textiles help the runner stay visible.

Anti-microbial properties are becoming increasingly desirable in sportswear. Adding these features could elevate Chameleon as an activewear textile.

Chameleon creative development

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FABRIC MANIPULATIONS In order to know more about the properties of the Chameleon fabrics that BASF gave us, we conducted a series of experiments on both Chameleon TwoTone and Chameleon suede-like to see how they reacted.

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Chameleon creative development- fusing

First of all, we tried pressing and fusing them using hot irons, Chameleon TwoTone melted on the coated side, and the fusing fell off after a few hours. However, Chameleon suede-like did not.

We found that Chameleon suede-like worked well with the black fusing and it gave the fabric more structure. This fusing material would make the inside of a jacket nice as well. Fusing also works well with combining Chameleon fabrics with others, such as neoprene. We stitched the fabrics using industrial sewing machines. We applied zippers, snaps and pockets and the fabrics behaves well with the normal stitching lines - nothing is pulling or stretching.

Since one of the fabric is water-absorbent, we put wax on the surface because we wanted to know if the waxing would make the absorbing process slower. The water stayed on the surface after multiple times of waxing. We also created marbling prints on both suede-like and TwoTone using nail polish. The results were beautiful and we incorporated the prints into our designs.

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h

g

Annotations a. Fusing b. Marble Print c. Zippers d. Pocket e. Waxing f. Stitching g. Snaps h. Fabric sourcing 143

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a

a

a

d b

f

e

c

Chameleon creative development

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We tested embossing on the Chameleon suede-like fabric. The result was that the fabric worked perfectly with the process and is recommended for further development.

Additionally, we tried laser cutting in order to find out how the BASF fabric Chameleon suede-like would react.

Chameleon creative development - embossing

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Chameleon creative development - laser cutting

We found that this techniques also compatible with the fabric. However, it is advised that the laser cut areas are not placed too closely together, as the fabric might tear in between sections. With each test we gained a better understanding of the fabrics. Therefore, our collections are specially tailored made for Chameleon fabrics.

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LOGO & PRODUCT LABEL Due to our research, we believe it is essential to generate a brand logo, as well as a product label for the fabric Chameleon. This will not only reinforce the marketing strategy, it will also increase brand recognition for the fabric Chameleon. Therefore, this section includes, logo development, refined logo, as well as the finalised product label.

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Logo Development Apart from the fabric name Chameleon, we generated various logos that are potentials for other fabrics under the series of Ultramid.

Additionally, our intention is to reflect the properties of softness, as well as the interchangeable quick dry and high water absorbency quality of the fabric. We imitated the eye of a chameleon, which ties closely with the chemistry of BASF.

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Before finalizing the logo for Chameleon, we g e n e ra t e d m u l t i p l e d e s i g n s . We experimented on different styles and various aspects to strengthen the brand identity. We wanted the design to communicate the rich chemistry background of BASF, the minimal and structural form, as well as the softness and bi-component spinning techniques that the fabric, Chameleon, contains.

Our intention for the logo is to reflect the chemistry relationship within the technology and maintain the identity of BASF. Initially, we adopted the colors from the original BASF logo. The concept is inspired by the idea of chemical bonding, produced in a three dimensional form that represents the flexibility and multiple functions of the fabric, Chameleon.

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Later, we further developed the logo by adding the aspect of flexibility. The twisting element conveys motion, further capturing the atmosphere of sportswear.

Furthermore, to best reflect the mood of sportswear, we decided to adopt a bold typeface, in the form of italic.

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CMYK$-$100, 82, 16, 3

C$MYK -$0, 0, 0, 100

CMYK $-$0, 0, 0, 100

CMYK$-$36, 32, 2, 0

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Product Label We are inspired to use the shape of hexagon for the product label, using the form of open tag. Since we are doing sportswear, the design is handy and informative; there are three sides for content, including a short description for the fabric Chameleon, care labels as well as the instruction for using the product.

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TEAM APPAREL In the following chapter a mood and color board is introduced as an inspirational guide for designing active wear apparel.

Further on the team explores initial ideas.

Six concepts are semi-finalized to be shown to BASF for feedback. Then the designs are reworked and narrowed down to three final products. The Chameleon apparel team designs with a focus on creating garments that best highlight the properties of the fabric with innovative design elements.

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Smog 7527 c Pantone

Slate 7537 c Pantone

Contrete 445 Pantone

MOOD & COLOR BOARD

Gynamsium 1645 c Pantone

The moodboard for apparel is inspired by the ability to seamlessly transition from the indoors to the great outdoors.

We want the following designs to be sort of a camouflage. Not only will the tradition cameo print inspire the patterns, it will also inspire the transitional functionality of the designs. Our women will be able to wear these garments and seamless move from the gym into the city and out into nature, with the clothes still meeting all of her needs.

Autumn Grass 7571 c Pantone

Trail Path 463 c Pantone

Cameo Green 577 c Pantone

Forest Shade 7735 c Pantone

Muck Rack

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Mait J端riado

Erik Anderrson

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INITIAL SKETCHES Before we started the designs, we went to stores that focused on sportswear such as Nike, Puma, Columbia, North Face and Patagonia to see what kind of fabrics and details they use in their garments. Ventilated zips, waterproof zipped pockets, velcro and drawstrings are all design details among these brands.

Additionally, we also looked into vintage outdoor garments to know about the construction and design elements in the past and how can we create a better collections based on that. We created two outfits for both outdoor and indoor.

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By using sweatshirt as a basic shape, a hood with a cameo drawstring cord is added for outdoor running in cold weather. These tops are designed to be worn over a sports bra.

The variations are the sweatshirt being cropped, open back, and with unzipped sleeves to give an airy feeling to runner and enable her sweat to evaporate more quickly.

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Neon colors are used as highlight colors of the collection. We use it as pipings to indicate where people can unzip the garments. In order to keep the design sleek and clean, invisible zippers are used for the pockets fastenings.

Inside, pockets and loops are considered in the garments for providing a place for runners to put their phone and slip their earbuds to keep them at the same position during activities.

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Convenience and easy-to-stretch are the main focus of trousers. Using the Chameleon TwoTone for leggings in order to absorb sweat, the sides are cut on bias to create more stretch when working out.

The idea of having a back pocket is to enable the trousers to be flipped inside out and turn into a drawstring bag. Other designs include elements such as a zipped front to let out more fabrics and different detachable parts of the trousers which then can be a pair of running shorts.

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Other option is inserting lightweight jersey at the sides to create a more feminine flare.

Side seams are unzippable to give more movement. The same design element is also applied to the trousers where the two sides can be either unzipped or detached.

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FURTHER DEVELOPMENT Based on the feedback given by BASF, we decided to further develop the indoor outfit by combining different design elements from previous sketches.

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DESIGN DEVELOPMENT Outfit 1 The first outfit is designed for outdoor running which consists of a jacket, top, short-skirt and leggings. Both the jacket and the skirt are made out of Chameleon TwoTone because of its waterproof properties.

The more inner pieces - tops and leggings - are made out of Chameleon suede-like to absorb runner’s sweat. The jacket has two layers, the first green layer has been laser cut in marble-camouflage patterns and laid over another translucent nylon fabrics, we want it to look modern but still have the waterproof effect. Moreover, there is a pocket at the back which you can flip the jacket into to turn it into a drawstring back. The runner can carry the bag instead of holding the jacket with her hand.

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Chameleon TwoTone

Chameleon suede-like

Nylon

The two sides of the tops can be unzipped to give more movement while running.

The leggings are cut on bias at the side panels as well to give more flexibility to the runner, marble-cameo prints are incorporated at the front and back panels of the leggings.

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Outfit 2 The second outfit is for indoor training which consist of a jacket, sports bra and a pair of pants. The jacket and sports bra are made out of Chameleon suede-like while the pants are made out of Chameleon TwoTone.

At the inside of the sports bra, there is silicon tape at the hem to increase the traction so the top will not get twisted when doing exercise. The pants can be unzipped and turn into running shorts. The orange piping on the jacket and pants act as indications of where you can unzipped the garment.

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Chameleon suede-like

Chameleon TwoTone

Chameleon (Suede-like)

The jacket is inspired by the ontrend bomber jacket, it is more structured but lightweight. The sleeves can be detached and becomes a vest. There are two separate front pockets with bags.

For our collection, we want our women to look modern but the garments that she wears are also highly functional.

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DESIGNS & SOLUTIONS The design process begins with initial sketches, moves on to further development, and ends with the final designs. Solutions to how to best utilize the Chameleon textiles are provided. Throughout the design process, the team discovered points of improvement that could be made to the fabric in order for it to be more appealing to the sports apparel market. Tech packs are included for initial sampling of the designs. The final concepts act as visual collateral for BASF to market their end textile to their end consumer.

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Measurements

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Tech Pack- Bomber Jacket Main Color

Color

Print

The all-over print is a color combination of Smog, Cameo Green, Concrete, and Autumn Grass. The ribbing is a solid Autumn Grass.

Details Reflective cord lines the zippers for detachable sleeves, hidden zip located at the back.

Textiles

Trim Color

Chameleon TwoTone fabric is printed with the marble pattern. Soft hand and drape allow proper movement during exercise. Ribbing is Chameleon knited.

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Measurements

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Tech Pack - Running Short

Main Color

Color

Print

The print is a color combination o f S l a t e , C o n c re t e , a n d Autumn Grass with reflective Gymnasium trim. Print covers entire silhouette.

Details Reflective cord lines the leg opening. The draw string is matching in color and reflectiveness.

Trim Color

Textiles Chameleon TwoTone fabric is printed with the marble pattern. Soft hand and drape allow for proper movement during exercise. Shorts will be lined with a more absorbent and breathable material.

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Measurements

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Tech Pack - Leggings

Main Color

Color

Print

The print is a color combination of Slate, Concrete, and Smog.

It covers the front and back panels. The side panels are a solid Smog.

Textiles Chameleon stretchable fabric is printed with the camouflage pattern. Extra stretch is needed for proper movement during exercises and activities.

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Cropped top

Sports bra

Jumpsuit

Sweatshirt

Product Development Based on the same inspiration and print patterns, we further develop the apparel into a cropped top, a sweatshirt, a sports bra and a jumpsuit to give more variations for more fashionable and functional options.

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Open the zip of the back pocket

Runner can carry it while she runs

Pull out the lining of the pocket

Tighten the pocket bag with the drawstring

Fold in the upper part of the jacket into the pocket bag

Fold in the rest of the jacket

Bomber Jacket Details 186

COLOR VARIATIONS Five color variations were created for the outfit.

1 - Autumn Grass as the jacket, Slate as the shorts and Smog as the leggings with Gymnasium as piping and cameo prints.

2 - Forest Shade as the jacket and leggings with Smog, Slate as the shorts with Gymnasium as piping and cameo prints.

3 - Concrete and cameo prints throughout the whole outfit with Gymnasium as piping.

4 - Concrete as the jacket and leggings with Gymnasium as piping and Slate as shorts.

5 - Cameo Green as jacket, Trail Path as shorts, leggings with Smog and Trail Path and Gymnasium as piping.

Variation 1 Original

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Variation 2

Variation 3

Variation 4

Variation 5

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ACCESSORIES In the following chapter, a mood and color board are introduced as an inspirational guide for designing active wear accessories.

Further on, the team explores initial ideas.

Six concepts are semi-finalized to be shown to BASF for feedback. Then the designs are reworked and narrowed down to three final products. The Chameleon accessories team designs with a focus on creating products that best highlight the properties of the fabric.

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Iceberg White 11 4800 Pantone

Sun Kiss 13 0945 Pantone

Morning Rise 14 1135 Pantone

Cooling Water

MOOD & COLORBOARD The moodboard for sportswear accessories is inspired by a strong independent woman, who is overcoming different social expectations throughout her daily life.

Therefore, the mood consists of sophistication with a constant flow, fading and fusing happen simultaneously. Which generates a contemporary ambience within the designs.

The colour board is inspired by nature and the cold Autumn and Winter season. The marble pattern symbolises the cracks in the ice and the colours that can be seen in the colour board showcase the reflection of a bight city.

13 4411 Pantone

Electric Lilac 14 3812 Pantone

Mysterious Skyline 19 3716 Pantone

Fallen Leaf 19 1317 Pantone

Tundra 19 4305 Pantone

Glacier Shadow 19 0303 Pantone

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INITIAL SKETCHES

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1 - Pouch

2 - Touch Sensitive Full Glove

The whole pouch is constructed with Chameleon stretchable fabric. At the front a long zipper is included. The pouch closes with metal buttons, which enables the width to be adjusted according to size. Two metal bars on each side work as fasteners of any items inserted within the pouch.

The pouch can be worn in different ways, such as over one shoulder or on the waist.

The glove is made of multiple materials including the Chameleon stretchable fabric. On the fingertips, small rubber textures are place to help with touch sensored typing. On the lower outside wrist, small slits are being inserted, which allow for inserting a phone or headphones. The different slits allow for different phone sizes. This design can be manufactured as a full-coverage glove or with open fingers.

3 - Adjustable Wristband

4 - Portable Workout Gear Mat

The wristband is designed to keep small belongings such as electronics and keys close by without interfering with workouts. The band is designed with Chameleon stretchable, allowing for flexibility. The wristband can be fastened by using multiple metal snaps.

The mat is designed to keep personal items. The whole mat is constructed of the Chameleon fabric.

In addition, the mat features a rubber texture on the underside to keep it from slipping on floor.

The mat is ideal for the gym, during workouts or meditation classes.

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2

3

4

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5

6

7

8

5 - Lifting Glove

6 - Ankle Brace

This glove is especially designed for a secure grip on weights and other equipment at the gym. It provides soft protection for the palm of the hands, while looking fashionable at the back of the hand. The design is made of a combination of Chameleon fabrics as well as a rubbery material at the inside.

The ankle brace is designed for both runners and trainers. It protects and secures the joint, or assists in healing injuries by providing heat and compression to the bones. Chameleon stretchable material will allow the product to f u l l y e m b ra ce t h e a n k l e. A st ra p i s implemented for adjustments to the size.

7 - Full Hair Headband

8 - Bottle Finger Grip

The headband is designed with Chameleon stretchable fabric, which will allow for a comfortable fit around the head without any

The bottle grip is designed for runners. It allows for fingers to slip into the loops on each side of the bottle. The grip can be used by both the left and right hand. The outside is made of the Chameleon TwoTone fabric whereas the inside is made of the Chameleon suede-like, The combination shields the hand from condensation.

adjustment. At the back of the headband, a hole is positioned for a ponytail to go through.

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9 - Ultra Thin Backpack The ultra thin backpack is designed to adopt to the posture of the user, using Chameleon suede-like. The backpack straps extend from the front to the back to secure the pocket while being utilized. Slits are implemented on the straps, allowing users to insert various sizes of devices and headphones.

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9

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1

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2

DESIGN DEVELOPMENT 1 - Backpack

2 - Gloves

This backpack offers a thin, lightweight design that will form to the wearer’s posture. Over time this will eliminate back problems due to carrying heavy bags. There is durable quick dry fabric on the interior and waterproof fabric on the exterior. While the quick dry lining gives the bag shape and durability,the waterproof exterior will keep any debris out of the way.

The front of the backpack is equipped with a place to hold a yoga mat during travels.

These gloves are ideal for outdoor training and activities. The interior of the glove is made with Chameleon stretchable for its durability, insulation and high compression features. The exterior of the glove is made with the waterproof material to keep hands dry in any weather condition. The palm of the glove has minimal padding for protection and gripping texture. The wrist extension keeps the glove tight and insulated properly. A hidden zipper runs up the wrist to easily slip the glove on and off. Touch screen compatible fabric is included in the fingertips for easy usage of mobile phones.

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3 - Water Bottle Grip

5 - Lifting gloves

The water bottle grip is fabricated with Chameleon suede-like fabric on the interior and waterproof material on the exterior. Slits are implemented for the fingers.

These lifting gloves use Chameleon stretchable for easy movement. The palm of the glove is has protective padding. A rubber velcro links at the top of the wrist for adjustable tightness.

4 - Yoga Mat Th i s yo g a m at fe at u re s a to p l aye r o f Chameleon suede-like and a bottom layer of anti-slip neoprene. Both layers combined to form a thin and lightweight mat. This new design also features a pouch to store personal items in after yoga and a strap that wraps around the yoga mat when rolled up to carry.

The strap keeps the yoga mat in place by two magnetic snap buttons. On the back of the pouch, a handle is revealed when the mat is rolled up and snapped into place.

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6 - Ankle Support The ankle support is composed of Chameleon stretchable for flexibility and comfort. The material aims to be able to increase the level of support as well as protect the ankle through compression. The design aims to be lightweight and multi-functional, in which the ankle support is able to prevent injuries as well. Therefore, this ankle support is suitable for various indoor and outdoor activities.

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4

6

5

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DESIGNS & SOLUTIONS The design process for accessories begins with initial sketches, moves on to further d eve l o p m e n t a n d e n d s w i t h t h e f i n a l designs. Solutions to how to best utilize t h e C h a m e l e o n tex t i l e s a re p rov i d e d .

Throughout the design process, the team discovered points of improvement that could be made to the fabric in order for it to be more appealing to the active accessories market. Tech packs are included for the initial prototyping of the designs. The final concepts act as visual collateral for BASF to market their new textile to their end consumer.

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Gloves The gloves are designed with opening sides on the top-left which allows for more breathability. There are strap at the wrist for adjustment to tightness. Below is a four fingers lifting glove that covers the upper palm. Padding is applied for traction purpose, as well as cushion in between fabrics. There are other variations of the glove wrapped around the hand and marble pattern or pints are applied for decoration purpose. Tightness can be adjusted.

Chameleon stretchable is applied and embossing techniques is adopted for traction.

We have also brainstorm on traditional lifting glove, but adding a 90 degrees triangle opening for tightness adjustment. Therefore, there will not be any wrinkles created.

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Shoes In our further research, we discovered that Nike designed Nike Studio Wrap 4, which we drew inspiration from for our further development. The ballerina-inspired shoes is great for workout, gym and indoor activities.

Chameleon stretchable is anti-slippery and wrapped around the ankle for support. Marble print and slip-on are also considered during our development.

There are straps to secure the foot, which tightness can be adjustable. Embossing and wrapping techniques are also one of our considerations. Chameleon TwoTone is used on top for waterproof purpose. There are rubberised texture at the bottom for antislippery with curved pattern. Wide openings of the shoes create a breathing purpose.

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Yoga mat In regards to the development of the yoga mat, We have included designs that include a detachable pouch. Users can placed their personal items in the secure pouch. Straps are implemented as a handle.

It can also be rolled up and hold the yoga mat. Laser cutting techniques created perforation for increased

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breathability and increased quick drying ability.

Embossing techniques are considered in yoga mat as well in order to create a consistency throughout the designs. Embossing generates traction so that the user will not slip while using it.

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TECH PACK Lifting Glove

Color

Main Color

The print is a color combination of Skyline and Sun kiss.

Details Laser cutting of a marble pattern on top allowed more breath-ability.

Textile Chameleon stretchable is combined with Chameleon suede-like. Anti-slippery padding is applied on palm.

Rubber Velcro at wrist.

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TECH PACK Yoga Mat

Color

Main Color

The print is a color purely Iceberg White.

Details Embossing techniques are implemented on the yoga mat for traction.

Textile

Print

Chameleon suede-like with anti-slippery neoprene layer at the bottom. Velcro straps co n n e c t t h e d e t a c h a b l e pouch with the yoga mat.

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TECH PACK Running Shoes Color The all-over print is a color combination of Sun Kiss Mornign Rise and Tundra

Main Color

Details BASF TPU foam technology for anti-vibration. Chameleon stretchable on the base and Chameleon TwoTone on top.

Textile Wra p p i n g t e c h n i q u e o f the shoes. Marble pattern sculpted at the base.

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Rubber Velcro

Chameleon stretchable

Lifting Gloves The lifting glove is crafted with the BASF Chameleon stretchable material. The design is flexible and durable which allows for easy movement and comfort. The lifting glove is created to prevent injuries during workout.

Anti-slip padding is applied to the palm of the glove for traction during weight lifting; as well as a cushioned layer for comfort and protection of the hand. A rubber velcro detail is placed at the wrist, for customizable tightness.

Perforations in the shape of a marble pattern is achieved through laser cutting. This aspect provides more breath-ability. Chameleon’s high water absorbency & quick drying properties make this glove ideal for extreme workout sessions at the gym.

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Rubberized material

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Grosgrain tape with reflection

Thin cushion material

Yoga Mat The design of yoga mat is thin and lightweight.

The mat is constructed with Chameleon suedelike fabric. In combination with an anti-slippery neoprene layer (rubberized) at the bottom.

Embossing is applied to the Chameleon layer to add traction without compromising the sweat-absorbent and quick dry properties.

The design features a detachable pouch, which is affixed to the yoga mat by rubber velcro straps. The mat can be rolled up and secured with the magnetic snaps, while small personal items can be stored in the pouch.

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Concealed Zipper

Chameleon (suede-like)

Rubberized material

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Chameleon TwoTone

BASF TPU foam

Chameleon Transparent silicon strechable & suede-like

Running Shoes This unique training shoes is inspired by the wrapping technique seen in other sport shoes before. We adopt BASF’s expanded TPU foam technology for an anti-vibrational sole, with a marble print at the bottom. A marble pattern is sculpted with transparent, anti-slip silicon and applied over the print. Therefore, the shoes are suitable for studio workouts and for the outdoors in any weather condition. The shoe is constructed with three materials by BASF. The upper-shoe is made from Chameleon stretchable fabric for comfort.

The front portion involves fusing Chameleon TwoTone to the outside to make it waterrepellent. The wraparound straps extensions are constructed of Chameleon suede-like fused with TwoTone. The combination provides

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durability and waterproofing for the sides of the shoe. Additionally, two eyelets are placed at the back sides for securing the straps in place. The wrapping straps are tied behind the heels for flexible size adjustment to the foot.

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COLOR VARIATIONS Lifting Gloves There are three color variations for the lifting gloves design.

1 - Black as the base, mixed with Morning Rise for the padding 2 - Mysterious Skyline as the base, mixed with Sun Kiss for the padding 3 - Iceberg White as the base, mixed with Cooling Blue for the padding

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Running Shoes There are four color variations for the running shoes design.

1 - Tundra as the base, mixed with Sun Kiss and Morning Rise, as Fallen Leaf for the sole 2 - Iceberg White as the base, mixed with Cooling Water and Morning Rise, as Morning Rise for the sole 3 - Mysterious Skyline as the base, mixed with Electric Lilac, as Glacier Shadow for the sole 4 - Glacier Shadow as the base, mixed with Electric Lilac and Mysterious Skyline, as Iceberg White for the sole

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Yoga Mat There are three color variations for the yoga mat design.

1 - Iceberg White with embossing of a marble print for traction 2 - Mysterious Skyline with embossing of a marble print for traction 3 - Full color with embossing of a marble print

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3D RENDERING The two products: lifting gloves and running shoes, are made to further visualize the design. The renderings give BASF a multi-perspective view of the final designs.

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Bomber jacket

Running shorts

Leggings

Lifting gloves

Shoes

Yoga mat

Overall Look 230

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CONCLUSION & INSIGHTS TEAM LUNAK & CHAMELEON

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Recommendation As fashion has more sensitive boundaries for varying markets, entering different markets need different strategies. After launching into premium menswear, Team Lunak hopes collaborations with aspirational brands will introduce Lunak into the fast fashion market.

This will lead to an introduction in womenswear at brands such as H&M and Zara. These brands prioritize taking cost effective, quality fabrics used in one division and utilizing it across their full product lines.

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A different approach will be taken for the sportswear industry. For later stages of entry into this market, Team Chameleon suggests focusing on more niche sports.

Each sport has their individual needs, such as rock climbing gloves or the water sports market. By further testing and manipulations to the fabric, Chameleon can be a complete fabric solution for all divisions of sports.

Further Fabric Manipulation Both groups have worked hard to test and manipulate the new fabric to understand its full range of possibilities. The office visit to BASF near the end of their research, helped them further comprehends the abilities of the fabric.

1. Stretchier fabric 2. A more mesh-like material, possibly with a higher nylon composition 3. Softer, more brushed fabric 4. Glossy finished coating on fabric Overall, further fabric manipulation is recommended to determine the best possible fabric combinations to appeal to a wider, yet more specific customer base.

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CONCLUSION Ultimately, Team Lunak and Team Chameleon can confidently conclude that BASF’s new Lunak/ Chameleon fabric can successfully enter both the sportswear and fashion markets.

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When positioning themselves for the sportswear market, Team Chameleon suggests highlighting the multi-functional design possibilities to showcase the many benefits of Chameleon.

A stretchier fabric, as well as mesh-like fabric, will expand the opportunities for potential BASF customers.

Team Lunak suggests going with sleek, refined and detail-oriented designs to enter into the premium fashion market. Lunak / Chameleon allows itself it to be laser-cut, quilted and engraved with precision lines, meaning this fabric can be easily elevated. Both teams feel that emphasizing the sustainability aspect of

the fabric will attract a more conscious end consumer. By featuring these specific aspects of Lunak & Chameleon across the two market segments, both groups feel their strategies will attract a larger potential customer base.

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This project has taken us on a journey that has been insightful in every aspect. We are very grateful for this experience, to be a part of this Collaborative Learning Course.

A special thank you to BASF for providing us this valuable opportunity to work on this collaborative project.

First and foremost we would like to thank our Professor Cristina Kountinou, for all her guidance and direction.

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We would also like to express our gratitude to our SCAD faculty staffs, whom have been supporting us throughout the creative process of this project. In particular, we want to highlight the creative thoughts from the Dean of Academics Derek Black, Professor Gianluca Cinquenpalmi & Professor Cory Quach and all their constructive feedback.

Cristina Kountiou Professor of Fashion / Fashion Marketing and Management Professor Cristina Kountiou has proudly led the two teams over the past ten weeks. Her illustrious career in fashion has allowed her to mentor and direct the student groups as they have been developing their projects.

With a passion for sustainability in the fashion industry, this project was especially fulfilling for her professionally. When she’s not making her students laugh, she enjoys spending time with her adorable four years old daughter and loving husband.

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APPENDIX

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CUSTOMER PROFILE Nike Nike was founded in the United State in 1964.

The sales revenue of Nike reached 27.8 billion USD in 2014. Nike consist of the Nike Explore Team Sport Research Lab, which conducts research and development in various sections including biochemical, physiology, perception and data science.

Nike focuses on creating innovative, musthave products by building deep, personal connections with their end-consumers.

Delivering an integrated marketplace with compelling retail experiences.

Nike adopted the Restricted Substance List (RSL), in order to generate an efficient and safe environment. They prohibit the use of certain hazardous chemicals and encourage vendors and contracted factories to embrace green chemistry to reduce and responsibly manage toxic chemicals.

Photo reference from Puma

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Sustainability is an essential aspect that is taken into consideration within their production. They consider their impact on water, energy, labor, the climate, and the community through the use of chemistry.

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Puma

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Photo reference from Puma

PUMA is a German company that was founded in 1924. Sales revenue of PUMA reached 3.17 billion Euro by the year 2014. According to Bloomberg (2015), PUMA is seeking to attract more female customers. Therefore, PUMA will be collaborating with the celebrity Rihanna for the upcoming collection for 2016.

Sustainability is a key value of PUMA, striving to work faster towards a more just and sustainable future. PUMA intends to focus on three dimensions, being economic, social and environmental influences. PUMA is also employing the Restricted Substances List (RSL) and Manufacturing RSL (MRSL).

To further emphasize sustainability, PUMA adopts Environmental Key Performance Indicators to control the amount of CO2 Emission and waste. They also monitor energy usage, water usage, recycling, and the use of recycled or certified sourced paper.

Additionally, PUMA manages their chemicals through AFIRM to reduce the use and impact of harmful substances in the apparel and footwear supply chain. They also work with the Sustainable Apparel Coalition and Leather Working Group in monitoring production.

In order to achieve PUMA’s environmental and social standards within the supply chain, a Supply Chain Financing Programmer from IFC (International Finance Corporation, World Bank Group) is provided for any additional assistance. Lastly, PUMA aims for an ultimate goal in zero discharge of hazardous chemicals by 2020.

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Adidas Adidas was initiated in Germany in 1949. Their sales revenue for 2014 reached 14.5 billion Euro within the sportswear industry.

Adidas focuses on the four aspects: people, products, planet and partnership. Making them one of the Global 100 Most Sustainable Corporation in the World since 2015.

Assessments are conducted by Adidas with new suppliers by Adidas Groups’ SEA team for approval, along with sourcing managers with a rating of quality and delivery.

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In 2010, Adidas installed Environmental Sourcing Strategy (ESS) to aid in controlling the supply chain, reducing and eliminating environmental hazard at a supplier level with sound management system.

Sourcing decisions, selection and retention of suppliers are carefully selected by Adidas’ environmental resource management, to reduce the overall environmental footprint of material sourcing and production.

Adidas has multiple partnerships in working towards sustainability, they work with Bluesign Technologies to manage environmentally safe chemicals. They work with Apparel & Footwear International Restricted Substances Management Working Group (AFIRM) to develop a joint roadmap towards zero discharge of hazardous chemicals (ZDHC) in the supply chain by the year of 2020.

Photo reference from Adidas

Adidas’ environmental focus is reinforced and demonstrated by their initial approach of creating the first restricted substances list (RSL).

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