NEVICA
SPORTS DIRECT COMPETITION BRAND RENOVATION / AW1213 /
Nevica brand renovation competition project, focused on modernisation and retaining core brand values, whilst bringing the name up to date with contemporary activewear design. Tent and kite design were initial inspirations. Geometric shapes, technical solutions, durable finish and high-specification fabrics. Low poly-count computer models, wire-mesh models, pixelation, CAD techniques and fragmented forms mimicked the panelling of early Nevica designs. Integrated functional detailing, fastenings and weather protection are key design considerations.
The original neon colour ways of Nevica designs from the 80’s looked dated, and were replaced with a tight CMYK palette, referencing the appeal of vintage Nevica, whilst modernising the aesthetic.
// NEVICA
//PAGE/NUMBER/ 001
// NEVICA
//PAGE/NUMBER/ 002
Taking technical details, fastening ideas and panel shapes from the jackets and applying them to salopettes, which need to be just as robust and functional to stand up to abuse on the slopes. The integration between trouser and jacket is also important to create a continuous thermal and waterproof barrier against the entire body. This is achieved between internal elasticated skirting on the jackets and braces on the salopettes. Thermal base layers also fasten together to stop them riding underneath the outer shell and mid layers.
// NEVICA
//PAGE/NUMBER/ 003
SALOPETTES 2
1
This folding triangular front fastening detail is inspired by NBC (Nuclear Biological Chemical) suits used by the military. They need fastenings that do not allow vapour or liquids to penetrate, and so do not use zips. As a ski-wear detail, they will stop any residual powder from melting and seeping through, unlike a standard zip, as well as being cheaper than waterproof zips. They also allow for waist adjustment, which is useful over bulky layers.
// NEVICA
//PAGE/NUMBER/ 004
NEVICA
BERGHAUS
C O M P E T I T I O R A N A LY S I S
SCHOEFFEL
ARC’TERYX
PROTEST
cost
brand
quality
detailing
colour
(strength)
(use of)
fabrics
Competitior analysis by radar chart shows an overall comparison of their strengths and weaknesses, and gives a general impression of their place in the market. From this I have decided the areas that I want to focus my brand regeneration on, to best compete.
cost
brand
quality
(strength)
NEVICA AW1213 colour
detailing
(use of)
fabrics
// NEVICA
//PAGE/NUMBER/ 005
NEVICA BASE-LAYER PANELLING
A lot of the base layer designs had to be toned down in terms of panelling complexity, as a lot of seams next to the skin could be uncomfortable. The garments were designed to have less panelling the closer to the body they were, base layers having the least and outerwear the most.
// NEVICA
//PAGE/NUMBER/ 006
// NEVICA
//PAGE/NUMBER/ 007
// NEVICA
//PAGE/NUMBER/ 008
I focused heavily on creating accurate and detailed specification drawings for all my design, as Sports Direct present their designs to buyers and clients in this format. This lets them select and build the range they want, from the designs they are presented. It also makes it easier to estimate production and manufacturing costs at an early stage, therefore I thought it would show engagement with their very commercial method of designing to work in this way.
1
// NEVICA
//PAGE/NUMBER/ 009
For the final hand in for this competition I produced a bound specification book of all six outfits worth of garments, complete with full technical notes, trimmings and fabric information, whilst trying to convey a strong sense of the brand throughout. I won the competition and a months placement at the Sports Direct head office, on the activewear and product design team.
NEVICA
OUTER JACKET. TRIPLE ACTION POCKETS. #JKT-01.
Fabric WPB outer (as per colourway). Polyester lining (black or white). Deep pile fleece pocket lining. Polyester sport-mesh lining.
Trims Rubberised 20mm black velcro tabs. Black anodised push studs. Waterproof seam sealing tape. Matt black waterproof PVC zips. 25mm black polyester twill tape. 20mm black velcro.
NEVICA
OUTER TROUSER. FULL INNER-LEG GUSSET. #TR-01.
Fully adjustable braces.
No rear pockets to keep keys and change out of the way during falls.
Wired peak hood.
Full length velcro securable outer storm flap keeps powder and wind out.
Logo. Vertical, fully waterproof map/stash pockets with PVC zipper garages.
Double fastening, hidden, internal waist securing system. Stops powder getting up into the jacket and keeps draughts out.
Logo.
Ultra-wide opening, pleated fly system allows for access to lower layers or for adjustment of base layers. Two pairs of high capacity, water-tight, easy-access bellows pockets.
Handwarmer pocket is deep pile fleece lined.
Molded PVC vecro cuff tabs.
Large capacity triple function front pockets for optimum combinations of security and ease of access.
NEVICA
OUTER TROUSER. ABRASION RESIST. INNER ANKLE. #TR-02.
Two paris of high capacity, water-tight, easy-access bellows pockets.
Trims 25mm black polyester twill tape. 20mm black velcro. Black anodised push studs. Waterproof seam sealing tape. 30mm black anodised sliders.
Fabric WPB outer (as per colourway). Microfleece lining (black or white). Fully adjustable braces
Velcro adjustable ankles for taking off trousers with boots on. Also act as gaiters.
Fabric WPB outer (as per colour-way). Micro-fleece lining (black or white).
NEVICA
BASELAYER TOP. LOGO TAPE BACK. #BLT-03.
Trims 25mm black polyester twill tape. 20mm black velcro. Black anodised push studs. Waterproof seam sealing tape. 30mm black anodised sliders.
Fabric Thermal/breathable polyester/merino wool blend (continuous knit/multi texture panelling)
Geometric continuous knit pattern/printed chest panel detail.
20mm Nevica logo taping (black/yellow).
Trims 20mm Nevica logo taping (black/yellow) 20mm elasticated taping.
Moisture wicking ventile top back panel. Comfort soft elastication around neck seals in warmth and stops rubbing.
Semi-compression bicep panelling.
No rear pockets to keep keys and change out of the way during falls. Ultra-wide opening pleated fly system allows for access to lower layers or for adjustment of base layers.
Ribbed ventile under and back arm sections.
Velcro adjustable ankles for taking off trousers with boots on. Also act as gaiters. Core semicompression areas across Abs and Lats. Extra reinforced inner ankle areas for high abrasion resistance.
NEVICA
BASELAYER BOTTOMS. GEOMETRIC PATTERN. #BLB-02.
Nevica logo elasticated waistband with soft inner edge.
Fully functioning easy use fly for allowing base layer to go on under jeans as apres ski-wear etc.
Fabric Thermal/breathable polyester/merino wool blend (continuous knit/multi texture panelling)
With continuous knit panelling and long seams kept off key muscle areas, there is less rubbing and discomfort.
Trims 30mm elasticated ‘Nevica’ waistband 20mm elasticated taping.
Geometric continuous knit pattern/printed knee panel detail.
Calves and quads constructed for optimum heat retention.
NEVICA
MIDLAYER JACKET. NO COLLAR, VENT. UNDERARMS. #MLJ-03.
Lightly elasticated, collarless neck for comfort under hooded outer-jacket. Waist height highcapacity pockets with waterproof zippers and PVC zipper garages.
Full length waterproof zipper with easy grip pull. Embroidered logo.
Fabric Showerproof polyester/neoprene blend softshell outer or Microfleece with showerproof coating. Highly MVT jersey rib.
Polyester sport-mesh lining. Trims Matt black waterproof PVC zips and zipper garages. 20mm elasticated taping. Polyester twill tape.
Moisture wicking ventile top back panel. Highly ventile fabric over and under arm.
Mobility aiding construction in knee area.
Reinforced inner forearm sections for added durabilty in high-abrasion area.
// NEVICA
//PAGE/NUMBER/ 0010
Elasticated wrist for heat retention and to stop sleeve shifting about or riding up during activity.