A A R ON / G R EGORY The Sustainable Style Guide for the Modern Man
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CO
ONTENTS 4
BEHIND THE BRAND
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SOCIAL RESPONSIBILITY
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OUR MATERIALS
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INSPIRATION & CONCEPT
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HOW TO WEAR IT
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CARE FOR CLOTHES
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WHO SHOULD YOU BUY?
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DISPOSAL
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PACKAGING & BRANDING
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APPENDIX
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BEHIND THE BRAND
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MEET THE
Taylor Miller SENIOR VICE PRESIDENT
Brian Edwards VICE PRESIDENT
BEHIND THE BRAND
TEAM Joey Parker & Celine Aquino CEO
CREATIVE DIRECTOR
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OUR VALUES ENVIRONMENT CREATIVITY AESTHETIC CHALLENGE INTEGRITY PERSERVERANCE ADVANCEMENT TEAMWORK RESPECT INTELLECTUAL STATUS
BEHIND THE BRAND
OUR MISSION Aaron Gregory strives to create luxury apparel for every man’s wardrobe with high quality sustainable materials.
OUR VISION Aaron Gregory aspires to make a man feel sharp and elegant all the while promoting a greener future for the fashion world. The moment he tries on our clothing he will feel comfortable and confident to make it a permanent piece in his wardrobe for years to come.
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SOCIAL RESPONSIBILITY
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DID YOU KN
SOCIAL RESPONSIBILITY
NOW...? + The average American throws away over 68 pounds of textiles per year. + Most of our clothing today is made with synthetic, petroleum-based fibers, it will take decades for these garments to decompose. + 20 to 60 percent of garment production is sewn at home by informal workers, according author Lucy Siegle in her book, To Die For: Is Fashion Wearing Out the World? + According to the Center for Environmental Health, Charlotte Russe, Wet Seal, Forever21 and other popular fast-fashion chains are still selling lead-contaminated purses, belts and shoes above the legal amount, years after signing a settlement agreeing to limit the use of heavy metals in their products.
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WHO IS MAK ING
SOCIAL RESPONSIBILITY
YOUR CLOTHES? + According to the ILO, 168 million children worldwide are engaged in child of 2013. – 11% of the child population + Only one out of five children involved in child labor is paid for his or her work. + The majority of children in child labor perform unpaid family work. + In developing countries, large shares of youth leave school at or below the general minimum working age of 15 years. + Workers at some factories worked up to 140 hours of overtime each month, working until 2am. + 60% of workers were unable to meet production targets – in one factory the target for each worker was to produce 20 ladies shirts every hour.
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WHY WE PRODU
SOCIAL RESPONSIBILITY
UCE IN THE USA? + Immediate product results within the country. + More jobs are available for the unemployed. + The U.S. is still among the most productive economies in the world in terms of dollar output per worker. + Every $1 of manufacturing activity returns $1.48 to the economy + Jobs outsourced to China have diminished American employment opportunities and have helped contribute to wage erosion since 2001, + Labor laws and workers rights more strict + 78 percent of Americans that were given a choice between an identical product made in the U.S. and one made abroad, would rather buy the American product.
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HOW MUCH WATE
SOCIAL RESPONSIBILITY
ER IS BEING USED? + Conventional top-loading washing machines with center post agitators use about 40 gallons of water per load. Compare that to front-loading machines that use somewhere in the neighborhood of 20 gallons. + According to WWF, it can take up to 2,700 litres to produce the cotton needed to make a single t-shirt. + A single mill in China can use 200 tons of water for each ton of fabric it dyes; many rivers run with the colors of the season as the untreated toxic dyes wash off from mills. + In 2010, the textile industry ranked third for overall in Chinese industry for waste water discharge amount at 2.5 billion tons of wastewater per year.
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WHAT WE
SOCIAL RESPONSIBILITY
DO... + Aaron Gregory provides luxury essentials while being sustainable in all practices from sourcing, manufacturing, and production. + Aaron Gregory Manufatures all of its product in the USA. + We encourage our consumer to buy wisely. + All textiles are ethically sourced in the USA and UK. + We provide high quality essentials for men to prevent them from being wasteful and to provide a greener future.
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OUR MATERIALS
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OUR MATERIALS
TENCEL
30.2 / 50
Tencel is made from cellulose in wood pulp, which is harvested from tree-farmed trees. Cellulose is the natural polymer that makes up the living cells of all vegetation. The tree farms have been established on land unsuitable for food crops or grazing. + Similar to rayon in feel. Soft, breathable, lightweight, and comfortable.
+ Shrink-resistant, durable, and easy to care for. It is an exceptionally strong fiber-- both wet and dry.
+ Created with color in mind because of the fibers’ high absorbency. The fabrics can be dyed to high quality standards.
+ Garments are easy to pack, resist wrinking and dry quickly. Most are machine washable, although different garment constructions may have specific cleaning requirements.
+ We ensure that the fabric processing of Tencel lyocell fiber does
not utilize any harmful chemicals sometimes used to finish this type of fabric.
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OUR MATERIALS
HEMP DENIM
22.5 / 50
Hemp is a fast-growing plant that generally requires little or no chemical herbicides and pesticides. Hemp can be processed as a best fiber or as a regenerated fiber.
+ Hemp was used to make ropes for ships because it was incredibly strong. It’s quadruple the strength of cotton, so it’ll outlast your current jeans by decades.
+ It feels a lot like linen, transporting moisture away from the skin avoiding that sticky, clingy feeling on hot days.
+ Hemp will paradoxically keep you warmer in winter and cooler in summer.
+ Soft and comfy--It doesn’t have that tough texture like cotton denim. It’s more silky.
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OUR MATERIALS
ORGANIC COTTON
28.2 / 50
Organic cotton is grown without toxic, synthetic chemical inputs. You should look for natural dyes for colored cotton to further reduce the amount of chemicals dumped into our ecosystem.
+ Nontoxic and persistent chemical used. + Organic Cotton handles like regular cotton, initually feels like regular cotton, and even smells like regular cotton.
+ It’s better for humans-- field workers, those that live near the fields, and those that are using the products.
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OUR MATERIALS
RECYCLED POLYESTER
28.7 / 50
Recycled polyester is made from recycled plastic soft drink bottles. Less water and energy is used to produce fibre from recycled bottles than the original polyester and the fibre is just as durable as if produced from the primary source. The added bonus is that the bottles will not reach landfills + Uses post-consumer drinking bottles and post-industrial waste, which requires less energy to produce than virgin polyester.
+ It also diverts waste out of the landfills, lessens environmental degradation caused by conventional polyester processing, and, ultimately, helps us-and, eventually, an entire industrycreate long-lasting garments that would normally end up as waste
+ Polyester fabric has a 90% lower carbon footprint than nylon
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OUR MATERIALS
ALPACA WOOL
18.8 / 50
Wool is a breathable fibre that provides instant warmth unlike synthetic materials. It regulates itself to individual body temperature and really is warm in winter whilst cool in summer.w
+ Nontoxic and persistent chemical used. + Organic Cotton handles like regular cotton, initually feels like regular cotton, and even smells like regular cotton.
+ It’s better for humans-- field workers, those that live near the fields, and those that are using the products.
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INSPIRATION / CONCEPT
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INSPIRATION / CONCEPT
OUR DESIGNS ARE SLEEK CLASSIC LUXURIOUS SHARP SUSTAINABLE
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PRODUCT LINE
INSPIRATION / CONCEPT
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55% HEMP 45% TENCEL Classic Fit Made in USA Point collar, button cuffs Wash on Cold Gentle Dry Retail: $150
INSPIRATION / CONCEPT
45% HEMP 40% ORGANIC COTTON 15% RECYCLED POLY CANVAS Made in USA Waterproof Wash on Cold Gentle Dry Retail: $550
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55% HEMP 45% ORGANIC COTTON JERSEY 5 OZ Classic Crew neck Made in USA Wash on Cold Gentle Dry Retail: $60
INSPIRATION / CONCEPT
50% HEMP 50% ORGANIC COTTON Wash on cold Made in USA Gentle Dry Retail: $350
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55% HEMP 45% ORGANIC COTTON TWILL Made in USA Standard Fit Wash on Cold Retail: $165
INSPIRATION / CONCEPT
100% WOOL Lining: Recycled Polyester Made in USA Wash on Cold Gentle Dry Retail: $900 100% WOOL Slim fit Wash on Cold Gentle Dry Made in USA Retail: $500
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45% HEMP 40% ORGANIC COTTON 15% RECYCLED POLY Straight Leg Wash on Cold Gentle Dry Made in USA Retail : $200
INSPIRATION / CONCEPT
100% WOOL Lining: Recycled Polyester Wash on Cold Gentle Wash Made in USA Retail: $1,600
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55% HEMP 45% ORGANIC COTTON INDIGO DENIM Straight fit mid rise Wash on Cold Gentle Wash Made USA Retail: $250
INSPIRATION / CONCEPT
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HOW TO WEAR IT
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DAY IN THE CITY
HOW TO WEAR IT
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LUNCH DATE
HOW TO WEAR IT
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READING IN THE PARK
HOW TO WEAR IT
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RUNNING ERRANDS
HOW TO WEAR IT
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COFFEE AT NOON
HOW TO WEAR IT
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COZY MORNING
HOW TO WEAR IT
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OFFICE PARTY
HOW TO WEAR IT
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FALL BRUNCH
HOW TO WEAR IT
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RAINY DAYS
HOW TO WEAR IT
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WEST COAST COOL
HOW TO WEAR IT
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CARE FOR CLOTHES
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&
SAVE WATER ENERGY
CARE FOR CLOTHES
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FULL LOADS Washers use about the same amount of energy for small or large loads, so wash full loads. Each load of laundry uses between 27 and 54 gallons of water.
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WASH IN COLD WATER 90% of the energy used by washers is for heating water.
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AIR DRY Air-drying clothes not only saves energy, but also is easier on your clothes.
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BAD LAUNDRY
CARE FOR CLOTHES
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GOOD LAUNDRY
CARE FOR CLOTHES
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ECO-FRIENDLY
HOMEMADE
LAUNDRY DETERGENT
CARE FOR CLOTHES
WHAT YOU’LL NEED... + 4 lbs. 12 oz. box borax + 4 lbs. box baking soda (sodium bicarbonate) + 4 lbs. Epsom salt (magnesium sulfate) + 3 bars of pure castile soap, grated ( Dr. Bronner’s Baby Mild Soap– no fragrance, or Tea Tree Oil Soap– antibacterial properties)
DIRECTIONS 1. Grate pure castile soap, or chop it and put it in a high-speed blender to make a powder. 2. Mix all ingredients thoroughly. 3. Place powdered detergent in a 2 gallon container. 4. Use 1 Tbsp. for small or delicate loads and 2 Tbsp. for large loads.
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WHO SHOULD YOU BUY?
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A A R ON / G R EGORY
55% HEMP 45% TENCEL Classic Fit Made in USA Point collar, button cuffs Wash on Cold Gentle Dry Retail: $150
VS. Cotton stretch poplin 78% Cotton/18% Polyamide/4% Elastane Classic Fit Button Cuffs, Point Collar Imported Dry Clean Only Retail: $195
WHO SHOULD YOU BUY?
A A R ON / G R EGORY
45% HEMP 40% ORGANIC COTTON 15% RECYCLED POLY CANVAS Made in USA Waterproof Wash on Cold Gentle Dry Retail: $550
VS. Soft luxurious lambskin 100% lamb leather Dry clean Imported Retail: $995
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A A R ON / G R EGORY
55% HEMP 45% ORGANIC COTTON JERSEY 5 OZ Classic Crew neck Made in USA Wash on Cold Gentle Dry Retail: $60
VS. Cotton/spandex Crew neck Machine wash Imported Retail: $65
WHO SHOULD YOU BUY?
A A R ON / G R EGORY
50% HEMP 50% ORGANIC COTTON Wash on cold Made in USA Gentle Dry Retail: $350
VS. 90% Wool, 8% Virgin Wool, 2% Polyester Dry clean Italy $295
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A A R ON / G R EGORY
55% HEMP 45% ORGANIC COTTON TWILL Made in USA Standard Fit Wash on Cold Retail: $165
VS. Wool-viscose blend 34% polyester, 33% viscose, 32% wool, 1% elastane Dry clean Imported Retail: $245
WHO SHOULD YOU BUY?
A A R ON / G R EGORY
100% WOOL Lining: Recycled Polyester Made in USA Wash on Cold Gentle Dry Retail: $900
VS. 100% Wool. Lining: 55% cupro/45% polyester. Dry clean. Imported, China. Retail: $545
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A A R ON / G R EGORY
100% WOOL Slim fit Wash on Cold Gentle Dry Made in USA Retail: $500
VS. Speckled silk wool blend 100% cashmere Low rise Dry clean Imported Retail: $245
WHO SHOULD YOU BUY?
A A R ON / G R EGORY
45% HEMP 40% ORGANIC COTTON 15% RECYCLED POLY Straight Leg Wash on Cold Gentle Dry Made in USA Retail : $200
VS. 98% Cotton/2% Polyurethane Dry Clean Only Slim Fit Zip fly with button closure Imported Retail: $225
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A A R ON / G R EGORY
100% WOOL Lining: Recycled Polyester Wash on Cold Gentle Wash Made in USA Retail: $1,600
VS. 60% wool, 30% polyamide, 5% cashmere. Other 5%? Dry clean Imported Retail: $845
WHO SHOULD YOU BUY?
A A R ON / G R EGORY
55% HEMP 45% ORGANIC COTTON INDIGO DENIM Straight fit mid rise Wash on Cold Gentle Wash Made USA Retail: $250
VS. 100% Cotton Slim cut Mid rise Imported Machine wash Retail: $245
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DISPOSAL
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DISPOSAL
+ We at Aaron Gregory enforce the after care of all our products. We know that clothing
doesn’t last forever. We have implemented a program that the customers can send back their clothes and we can fix them at no charge. We want the customer that invests in our product to get the full use out of each of the garments.
+ If however the customer doesn’t want to keep the clothes, we encourage them to donate their clothes to their local secondhand store.
+ Each of our garments can be recycled and can be made into new garments. Recycling textiles is such a benefit not only to the environment but also the textile industry.
+ We do not approve the wasteful throwing away of our garments. However, if the customer does, it does not have harm on the environment.
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PACKAGING / BRANDING
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OUR BRAND Aaron Gregory’s aesthetic is classic luxury. Our monogram logo reflects a tradition seen throughout the years of famous brands. Our packaging is clean and simple similar to the logo, but made of eco-friendly and recycled materials. Along with the recycled paper hangtag, garments come with a sample of the eco-friendly laundry detergent. Every piece comes wrapped in recycled tissue paper in a reusable tote bag.
BRANDING & PACKAGING
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APPENDIX
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APPENDIX
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MENSWEAR MARKET Menswear has always fallen behind womenswear in the fashion industry. According to Business of Fashion in 2013, men’s ready-to-wear growth outpaced women’s ready-to-wear from nine percent to thirteen percent. Studies have shown that men nowadays are more willing to invest in pieces whether it be technology or a staple in their closet.
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SOURCING When sourcing the fabric, Aaron Gregory specifically wants to stay close to home by getting its fabrics and manufacturing the garments in the U.S.A. By doing so the environmental impact of delivering the products to our headquarters in San Francisco, CA is decreased. Aaron Gregory sources their fabrics from Hemp Traders located in Paramount, CA as they are the largest supplier of hemp fiber products in the country and made with organic fibers. Dynotex Inc., the manufacturer of Aaron Gregory’s garments is located in Brooklyn, NY.
APPENDIX
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HEMP TRADERS 8001 Somerset Blvd. #43 Paramount, CA. 90723
Hemp Traders is the largest supplier of hemp fiber products in the country. Their mission is to help the environment by bringing hemp back into the mainstream and supplying the best quality hemp products at the lowest possible prices. They make it as easy as possible to work with hemp by requiring no minimum order and keeping all our products in stock for immediate delivery. They work directly with the farmers, factories and manufacturers to ensure they are providing the most natural hemp products with the most minimal impact on the planet. +
DYNOTEX INC. 236 Greenpoint Avenue Building #6 2nd Floor Brooklyn, NY 11222
Established in 1999, Dynotex is a unique contractor thatprovides more than just cut & sew service. They specifically pride themselves in: no minimum per order catering to the needs of the customer and be upfront with all the cost involved, No child labor, all workers are paid above and beyond the minimum wages requirement according to applicable Federal/State/City law, broad and comprehensive knowledge in product development, being high-tech friendly. We believe in smart use of technology is beneficial to all. +
GARTHERNOR ORGANIC WOOL PURE WOOL Garthenor, Llanio Rd, Tregaron, Ceredigion SY25 6UR, United Kingdom
Garthenor Organic Pure Wool prides itself in being organic and cruelty free to their sheep. The wool is harvested through sheering on their freerange sheep farm in Tregaron and is spun naturally into yarn without the use of chemicals and polluted washing. Each sheep has its own category to buy from giving the consumer a more personal experience and knowledge of what fibers they are purchasing.
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COST Aaron Gregory made sure that while deciding on what fabrics to use to produce their clothing they kept sustainability and a long lifetime for their garments in mind. The fabrics range from a blend of hemp and denim to pure organic wool and prices between $8.01 and $18.01 per yard. The most expensive garment to make was the wool blazer costing a total of $53.72, the least expensive being the T-shirt at $7.97, and an average cost per garment at $27.44. The garments are retailed ranging between $60 - $1,600, an average %684.54 mark up. As luxury menswear brand shoppers, Aaron Gregory’s consumers will be investing in a piece made from highly sustainable and organic fabrics that will stay in their wardrobe for years to come.
APPENDIX
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WHOLESALE
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RETAIL
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EXPECTATIONS With the growing demand for elevating basic essentials, consumers are now looking for products where they can get the most wear while being made in a more environmentally safe manner. This open market has been hardly touched by the Luxury brands due to consumer’s unknowing of how their products are affecting the world and the brands’ unwillingness to enlighten them. By entering this market, Aaron Gregory fills a void by providing consumers with products that not only reflect their eclectic styles but also creating them using entirely sustainable material. Though this is a small step, it will be positive aiding to the incline of a more sustainable future.
APPENDIX
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COMPETITION
APPENDIX
Vince was founded in 2002. The idea of Vince is to create everyday pieces for the man or woman without having to compromise fit, quality, or aesthetic. Vince is known for having a modern, timeless and sophisticated aesthetic at the luxury level. Vince products are sold in worldwide, including over 2,500 distribution locations across 42 countries.
Olivier Theyskens founded theory in 1997. The basis was to provide clothing to the modern woman or man using quality fabrics and fit who has a demanding and versatile lifestyle. The theory consumer wants clean silhouettes that are not only sleek but also comfortable.
Billy Reid is an American based designer brand that was founded in 2004. It specializes in apparel for both men and women. The brand aesthetic features pieces that are not only modern but also sophisticated. Billy Reid emphasizes its use of production and manufacturing in the USA.
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APPENDIX
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TARGET MARKET Aaron Gregory targets the successful business man that looks for quality rather than quantity. He is frugal with his money and only wants the basics in his closet that are environmental friendly, sustainable, biodegradable, and long lasting to fit his casual but busy lifestyle. He favors the effortless look with chic pieces over business suits and ties and lives an organic and healthy lifestyle.
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APPENDIX
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HENRY STERLING 30 years old Single but dating Lives in San Francisco, California Hobbies:Dog owner Health & Fitness, Coffee, Craft Beer PR in Social Media $75-100K
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APPENDIX
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NICHOLAS WHEDON 45 years old Married with no kids Lives in Seattle, Washington Hobbies: Exercising, Reading, and traveling Architect $300 - $400k(no combined income)
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Works Cited
Arndt, Patty. "Hidden Dangers at the Dry Cleaners | OnEarth Magazine." Hidden Dangers at the Dry Cleaners | OnEarth Magazine. N.p., n.d. Web. 27 Oct. 2015. <http://archive.onearth.org/blog/hidden-dangers-at-the-dry-cleaners>. "Billy Reid." Billy Reid. Http://maui.nyc/, n.d. Web. 27 Oct. 2015. https://www.billyreid.com/ Berger, Joel. "The Damage Cashmere Does." NY Daily News. N.p., n.d. Web. 27 Oct. 2015. <http://www.nydailynews.com/opinion/damage-cashmere-article-1.1450204>. "Drape and Blind Software." Going Green. FERNSTAR PTY LTD, n.d. Web. 28 Oct. 2015. <http://www.drapeandblindsoftware.com/News/green-fabrics.html>. "Dynotex Inc." Dynotex Inc. N.p., n.d. Web. 27 Oct. 2015. <http://dynotex.com/>. "Eartheasy." Tencel Clothing. N.p., n.d. Web. 27 Oct. 2015. <http://eartheasy.com/wear_tencel.htm>. "Eco-Friendly, All Natural, Homemade Powdered Laundry Detergent." Cleaning Out The Clutter to Live a Healthy Happier Life RSS. N.p., 17 Oct. 2013. Web. 28 Oct. 2015. <http://cleaningouttheclutter.com/2013/10/eco-friendly-all-natural-homemade-laundrydetergent/>. "EFF SOURCE Fashion Business Success without Compromise." Should We Be Sheepish about Wool's Sustainability Record? N.p., n.d. Web. 27 Oct. 2015. <http://source.ethicalfashionforum.com/digital/should-we-be-sheepish-about-woolssustainability-record>. "Estimating the Carbon Footprint of a Fabric." O ECOTEXTILES. N.p., 19 Jan. 2011. Web. 27 Oct. 2015. <https://oecotextiles.wordpress.com/2011/01/19/estimating-the-carbon-footprint-of-afabric/>. "ILO." Child Labour. International Labour Organization, n.d. Web. 28 Oct. 2015. <http://www.ilo.org/global/topics/child-labour/lang--en/index.htm>. "The Inexplicable Nonexistence of Hemp Jeans." Snarky Nomad. N.p., 07 Sept. 2013. Web. 28 Oct. 2015. <http://snarkynomad.com/the-inexplicable-nonexistence-of-hemp-jeans/>. "HempTraders.com." Hemp Traders: Suppliers of Fine Hemp Products. Hemp Traders, n.d. Web. 27 Oct. 2015. http://www.hemptraders.com/ "Fashion Victims - the Facts | War On Want." Fashion Victims - the Facts | War On Want. War on Want, n.d. Web. 27 Oct. 2015. <http://www.waronwant.org/fashion-victims-facts>. "Materials Sustainability Index." Msi_viewer. N.p., n.d. Web. 27 Oct. 2015. <http://msi.apparelcoalition.org/>.
APPENDIX
"No Signs of Slowing in the Global Menswear Market." The Business of Fashion. N.p., 17 June 2014. Web. 27 Oct. 2015. <http://www.businessoffashion.com/articles/intelligence/signs-slowingglobal-menswear-market>. "Products Made in America - Consumer Reports Magazine." Products Made in America - Consumer Reports Magazine. Consumer Reports, n.d. Web. 27 Oct. 2015. <http://www.consumerreports.org/cro/magazine/2013/02/made-in-america/index.htm> "Saving Electricity." Washing Machines: Cost per Load of Washers. N.p., n.d. Web. 28 Oct. 2015. <http://michaelbluejay.com/electricity/laundry.html>. Sewell, Christina. "Vegan Leather: Chic, Sustainable, and Fruity... Wait, What?" PETA. PETA, n.d. Web. 27 Oct. 2015. <http://www.peta.org/living/fashion/vegan-leather-chic-sustainable-and-fruity/>. "Theory Official Site | Contemporary Clothing for Women and Men." Theory. N.p., n.d. Web. 27 Oct. 2015. <http://www.theory.com/>. "Vince." 速 Official Site: Cashmere Sweaters, Leather Jackets, Shoes & Handbags. N.p., n.d. Web. 28 Oct. 2015. <http://www.vince.com/>.
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Celine Aquino / Brian Edwards Taylor Miller / Joey Parker
FASM 400 Contemporary Issues in Fashion Merchandising Prof. Grace Canepa Fall 2015
$45.00 / 59.37 CAN