CATCH WAVES NOT POKEMON OLD NAVY SS17 BY JADE SCANLON
Old Navy explores the Pacific Coast Highway for SS’17. The Pacific Coast is renowned for its powerful waves and energetic atmosphere. This season Old Navy celebrates the fearless and passionate surf culture that dominates the coastline. Whilst exploring the Pacific Coast, Old Navy discovered that there is a niche in the market for a new and innovative trend. Consumers are looking for comfortable easy-to-wear silhouettes, but at the same time fashionable. Old Navy are making this leisurable yet casual collection exciting, sustainable, acceptable and on trend for SS17. For SS17 Old Navy’s energetic and playful collection consists of transitional apparel, from off-shore activities to on-shore activities. Inspiration was taken from the construction techniques, stitches, details and shapes of wet-suits. Tees, rash-vests and shirts are thrown-together, with a DIY aesthetic of patched up boardshorts and denims. The Californian youth culture, water-sports and street-wear heavily influences many design elements for SS17, whilst keeping in-line with the Old Navy traditions, brand ethos and identity. Old Navy collaborates with RIZ, the ‘Bottles to Boardshorts campaign’ for SS17. Three particular boardshorts will raise funds to help save our oceans and help create a better future for everyone. The prints for these boardshorts are inspired by the canyon submarine. The idea is to encourage consumers to recycle and not to litter along the Pacific Coast. The discarded plastic waste found in the Pacific ocean and on the beaches across the coastline are recycled into material, used to create unique and one-off boardshorts for SS17. “The conversation around sustainability in the fashion industry has got louder,” (Zara embraces sustainability with Join Life movement , 2016) with an increase in awareness and interest of fashion sustainability. Therefore, efforts by Old Navy to improve their sustainable impact will be well-received across a broad spectrum of demographics. "Men are more likely than average to be interested in the design and branding of products rather than low prices." (Clothing retailing-UK: Attitudes towards Buying Clothes , 2016) This gives Old Navy more freedom to move away from focusing on low prices and to offer reasonably priced, fashionable yet sustainable products. Old Navy recognises that the size of their business, Gap inc. brings added responsibility, whilst presenting greater opportunities to making a difference.
THE PROCESS OF BOTTLES TO BOARDSHORTS
FLAKES
BOTTLES DE-POLYMERIZATION RE-POLYMERIZATION
STAPLE FIBER FLAMENT YARN
The ‘Catch Waves Not Pokemon’ concept for SS17 focuses on the relationship between a father and his son. Mike 31, and his son Jasper 5, continues the families traditional birthday surf trip. A journey that begins in San Francisco, and continues down the Californian coast to San Diego, in search of the perfect wave. A trip Mike too made with his father on his 5th birthday however, this year Jasper’s best friend Toby the dog rides along. The passion and interest for surfing ripples through Mike’s family, from generation to generation. This summer, it is Mikes time to teach Jasper how to surf, and more importantly, enjoy the energetic culture that this coastline is exploding with. The objective of this trip is to keep Jasper away from video games, to encourage him to become energetic and healthy, and to enjoy outdoor activities from a young age whilst exploring the coast. An average day for Mike and Jasper on their trip is to take Toby on long walks, surf the mighty waves and warm down with a Basketball game in the courts or playgrounds along the seaside. Mike prepares dinner each evening on the BBQ whilst Jasper rests in the Volkswagen camper van. However, for Jasper’s big day, his birthday, the routine changes. Mike plans to stop off at Morro Rock on this special day for lots of fun, laughs and cake. It is this relationship that influenced the sub-label ‘Like Father, like Son’ for Old Navy’s ethos ‘We Are Family’.
CONCEPT
START HERE, SAN FRANCISCO
SANTA CRUZ MONTEREY
BIG SUR MORRO BAY SANTA BARBARA LOS ANGELES SAN DIEGO
STORY
BOYS MOOD
MENS MOOD
RIPCURL
AMERICAN EAGLE MARSHALLS
WALMART
VOLCOM
HOLLISTER
EXPENSIVE COMPETITORS THAT OLD NAVY ASPIRE TO.
DIRECT COMPETITORS OF OLD NAVY. TARGET
KOHLS
OAKLEY
HURLEY
BILLABONG ELEMENT
HAVE THE FAMILY, FRIENDLY ENVIRONMENT AND FASHIONABLE PRODUCTS AT IRRESISTABLE PRICES.
COMPETITORS
STELLA MCCARTNEY
H&M
LEVIS
TK MAXX
PATAGONIA JIGSAW
SUSTAINABILITY COMPETITORS PEOPLE TREE
ADIDAS
BROTHERS WE STAND C&A
ZARA
12 MONTHS - 5 TODDLER
CUSTOMER PROFILE
CUSTOMER PROFILE 28-48 YEARS
COLOUR
GRAPHICS & PRINTS
THE GNARLY DINOSAUR AND SKELETON ARE EMBROIDERY GRAPHICS, WHILE THE CANYON SUBMARINES AND DINOSAURS ARE PRINTS FOR SS17
AN EMBROIDERY SAMPLE OF THE GNARLY DINOSAUR
SAMPLES OF PRINTS INSPIRED BY THE MARINE LIFE
SHOES
USING MY MACRO LENSE TO SEE THE CONSTRUCTION VS THE EYE
ORGANIC COTTON SINGLE KNIT JERSEY RECYCLED POLYESTER FOR THE BOARDSHORTS
SUITING WOOL
SUSTAINABLE FABRICS ORGANIC COTTON DENIM
DENIM BRUSHED ORGANIC COTTON
" UNLIKE POLYESTER, RECYCLED POLYESTER USES PET AS THE RAW MATERIAL. THIS IS THE SAME MATERIAL THAT IS USED IN CLEAR PLASTIC BOTTLES, AND RECYCLING IT TO CREATE THE FABRIC PREVENTS IT FROM GOING TO LANDFILL." (Recycled Polyester,2015)
EXAMPLE OF JEANS WITH NUMEROUS PATCHES DENIM TAPE DOWN THE SIDE OF JEANS
DIY AESTHETIC DENIM PATCHES AND RIPS ON JEANS
DETAIL DRAWINGS COVER STITCH DOWN THE SIDE OF JEANS
ZIG-ZAG STITCH DETAIL
COVER STITCH SAMPLES
INSPIRING SEAM LINES SHAPES
COVER STITCH UNDER THE COLLAR OF SHIRTS
DETAIL DRAWINGS PRINT UNDER THE COLLAR OF JACKETS
SNAP BUTTON FASTENING ON TODDLER RASHVEST
BOYS LINE UP
LOOK ONE
LOOK TWO
LOOK THREE
LOOK FOUR
LOOK FIVE
LOOK SIX
MENS LINE UP
LOOK ONE
LOOK TWO
LOOK THREE
LOOK FOUR
LOOK FIVE
LOOK SIX
REFERENCE LIST
@adidas • Instagram photos and videos (no date) Available at: http://www.instagram.com/adidas (Accessed: 8 February 2017). @holister • Instagram photos and videos (no date) Available at: http://www.instagram.com/ holister (Accessed: 7 February 2017). @hurley • Instagram photos and videos (no date) Available at: http://www.instagram.com/hurley (Accessed: 8 February 2017). @jigsaw • Instagram photos and videos (no date) Available at: http://www.instagram.com/jigsaw (Accessed: 8 February 2017). @khols • Instagram photos and videos (no date) Available at: http://www.instagram.com/khols (Accessed: 7 February 2017). @ripcurl • Instagram photos and videos (no date) Available at: http://www.instagram.com/ripcurl (Accessed: 7 February 2017). @surfporn • Instagram photos and videos (no date) Available at: http://www.instagram.com/ surfporn (Accessed: 7 February 2017). Billabong (@billabong) • Instagram photos and videos (no date) Available at: http://www. instagram.com/billabong (Accessed: 8 February 2017). Clothing retailing-UK: Attitudes towards Buying Clothes (2016) Available at: Academic.mintel. com (Accessed: 9 February 2017). H&M up the ante on sustainability (2015) Available at: Academic.mintel.com (Accessed: 8 February 2017). Levi’s® (@levis) • Instagram photos and videos (no date) Available at: http://www.instagram. com/levis (Accessed: 9 February 2017). Marshalls (@marshalls) • Instagram photos and videos (no date) Available at: http://www. instagram.com/marshalls (Accessed: 8 February 2017). OAKLEY (@oakley) • Instagram photos and videos (no date) Available at: http://www.instagram. com/oakley (Accessed: 7 February 2017). Organic Textile Company (no date) Available at: Organiccotton.biz/store (Accessed: 9 February 2017). Patagonia (@patagonia) • Instagram photos and videos (no date) Available at: http://www. instagram.com/patagonia (Accessed: 7 February 2017). Recycled Polyester (2015) Available at: Theswatchbook.offsetwarehouse.com (Accessed: 7 February 2017). Target (@target) • Instagram photos and videos (no date) Available at: http://www.instagram. com/target (Accessed: 6 February 2017). Volcom stone (@volcom) • Instagram photos and videos (no date) Available at: http://www. instagram.com/volcom (Accessed: 1 February 2017). Wal-Mart stores, Inc. (@walmart) • Instagram photos and videos (no date) Available at: http:// www.instagram.com/walmart (Accessed: 7 February 2017). Zara embraces sustainability with Join Life movement (2016) Available at: Academic.mintel.com (Accessed: 8 February 2017). My own personal photographs can be seen throughout the portfolio.