GG Style Guide by Karolina Kiraga

Style Guide

Welcome W

elcome to The Gingerich Groupâ&#x20AC;&#x2122;s first ever style guide.

What is in a Style Guide? Our Style Guide aims to both inform you with desired features of each brand, highlight our offerings and show you how our product offerings can take you from office to recreation, weekend to meetings and lunch to the golf course.

It is about finding a look that works for you. A look that not only expresses who you are, but expresses the image your prestigious accounts wish to portray. Make sure your look speaks volumes. The Style Guide is a glimpse into who the Gingerich Group is, and what we can do to best service you, the client. GG Creative Director, Lauren Shirreffs, along with Karolina Kiraga and Charmaine Joseph have put together the following pages to showcase the looks of our proud brands on the streets, in the office, and in real life. We wanted to take a moment to bring together and showcase: Sunice & AUR apparel, Swiss Gear & Roots bags and luggage, Hamilton & Swatch watches. Enjoy, and we look forward to your feedback. Roger Gingerich

The Gingerich Group is happy to welcome a new

year with new possibilities and opportunities. With a strong focus on customer service, GG opens the doors to a brand new showroom at 545 King St. West, Suite 501 in the heart of Toronto’s fashion district. Proud to showcase our high quality brands, we look forward to sharing this exciting year with you and always looking for ways to best meet the needs of our clientele. Welcome to our first annual Style Guide showcasing the looks of our proud brands: Sunice & AUR apparel, Swiss Gear & Roots bags and luggage, Hamilton & Swatch watches. Inside these pages you will find an amazing array of Canadiana at it’s finest. Business owners, actors, celebrity photographers, fashionista’s, models, singers, a film maker and a golf pro share with us their personal style, while highlighting our favourite pieces. Thank you for your continued support and please enjoy our ongoing ramblings and industry related articles on “The Red Thread” at gingerich.ca.

Roger Gingerich / Principle

flair for fashion, a wild imaginative force behind merchandising of the Gingerich Group and styling of the brands, Charmaine Joseph is happy to showcase signature pieces within the Stylebook and illustrate just how one of our pieces can be taken from inside the boardroom to the golf course to the leisure weekend with friends. Use our Style Guide as a point of reference, a gift giving idea or a coffee table book, and be sure to book your appointments to join us for PK’s. When you visit our new King West location, our showroom is continuously looking fresh with new and highlighted signature pieces from each brand… all compliments of Charmaine. Enjoy!

Charmaine Joseph / Sales & Marketing Coordinator 2

he idea for the Style Guide is one of the many creative initiatives the Gingerich Group will be introducing this year. It is a glimpse into our brands, highlighting various tidbits from our popular Red Thread blog and showcases our creative services launching this year. Going forward as a full serviced agency, we offer our clients amazing brand options, but also an opportunity to partner on projects such as: Visual Merchandising, Copywriting, Marketing Initiatives, Social Media Strategies, Fashion Shows and Industry Event Planning. I hope that this Style Guide gives you a bit more perspective into who we are, who we so proudly represent and what we offer to better serve our valued clients.

Lauren Shirreffs / Creative Director

he Style Guide acts as an extension of the Gingerich Group’s branding, and as the world changes around us there is nothing more reassuring than a brand you can identify with. After all, The Style Guide is not only a representation of our products, brands and styles, but it is also a representation of each one of us at The Gingerich Group. Having designed for various clients in the advertising, marketing and promotional industry, I was excited to work on a project that touches on all of my past experiences. The key factor when designing the Style Guide was to ensure that the visual design, layout, typography and photography portrayed our team’s style and culture, and simultaneously exhibited the amazing Canadian’s we have featured. I hope you enjoy flipping through the Style Guide. Each page showcases a sample of what we do, and who we are.

Karolina Kiraga / Graphic Artist 3

Power of a

Brand invests heavily in quality control, trend and product developments. Brands are always on the forefront of the latest trends to keep the consumer in the know through strategic advertisements and marketing campaigns. In apparel and bags quality is seen in: high end zippers, strength of thread or weight, quality of fabrics used, free from fabric defects, untrimmed threads, no shade differences from panel to panel, fits the label size and is true to the fabric content shown. In watches, quality shows in the integrity of each movement.

Quality is a brand association. At the Gingerich Group, we are very proud of our brand associations with ‘Best of Class’ from Sunice & AUR apparel, to Roots & Wenger (SwissGear) bags to Hamilton & Swatch watches.

A brand is the identity of a specific product, service, or business. “A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word branding began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.”

We discuss brand and trends in our regular rants in: marketingedge magazine, TCHAD Quarterly Magazine and our very own ‘The Red Thread’ Blog @ www.gingerich.ca

THE PREMIER MAGAZINE FOR PROMOTIONS, PREMIUMS, INCENTIVES AND RECOGNITION

“A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand. In the automotive industry, brands were originally called marques, and marque is still often used as a synonym for brand in reference to motor vehicles. “ ~ Wikipedia

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WINTER 2007

Picture Perfect

Corporate Gift Giving

As such, a brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value.- brandchannel.com

So why buy brand? The main differences in brand to non-brand: quality and integrity of product. 4

marketingedgemagazine.com

FEATURE Gift Cards: Flexibility in Giving FASHION Textile Intelligence TRAVEL Winter Wonderland

COLLAR & TAPE

Anatomy of a

POLO You slip it on. You wear it out. But what do you really know about your basic polo? Here, we will shed light on the mystery that is the anatomy of a Polo. Polo’s are anything but dull, and a far stretch from their earlier beginnings. With innovation, creativity and fashion trends, the basic polo is a coveted item always on high demand each season. There is a story behind each polo, let’s go behind the seams… SIDE SEAMS

Not all polo’s will have side seams, but this feature helps allow for a more fitted silhouette. SIDE VENTS

This feature is great for both athletes, and professionals on the go, as it allows for the shirt to remain tucked in. It is located at the very bottom of the shirt, either taped along the hem or double-needle stitched.

Lying flat, the collar is a defining entity of the polo, and can be flipped up to shield the neck from unwanted sunlight. Traditionally, the polo’s collar is done in a rib-knit, but modernization has lead to self-fabric colours and minute details shared with the body. You should always look for colour consistency between the collar and body, yarn content, knit rate, taping in neck seam, branding and of course, wash and handling labels. The tape is a long, narrow woven piece of fabric that quality polo shirts will incorporate on the inside of the neck to help maintain the structure of the shirt. Another great quality of having a tape is that its aids in the absorption of perspiration since many polo’s are deemed especially useful in various sports and recreations. PLACKET & BUTTONS

Where the shirt buttons are, is the placket. This is the part of the polo that acts as a connector from one to piece to the next. When examining the quality of your polo, take note of various important details where the placket is concerned: length, width, fastening, button type, straightness and stitching. Women’s polo’s tend not to have buttons, but to have a smaller v-neck and collar. While men’s on the other hand, keep the buttons to the right of the placket. CUFFS

The cuff of your polo is located at the end of your sleeve. Traditionally done in either rib, knit or self fabric.

EXTENDED TAIL

To help the shirt from becoming un-tucked, sometimes polo’s will be longer in the back than in the front, and this is referred to as an extended tail. HEMLINE

The hem is located at the very bottom of the shirt. You will see the term “double needle stitched” used occasionally. This means that the hem is stitched with a double row of needles, and hence two rows of thread, running parallel to each other. A double needle stitched hem is less likely to unravel before your eyes, and also gives the shirt a more finished look. 6

DUFFLE BAG

Made of cloth, or often synthetic fabrics, a duffle bag is a long cylindrical bag with a zipper or drawstring closure in the front. Often a duffle bag will have many compartments, adding more room, organization and convenience for a variety of uses. The word “Duffle” derives from Belgium, where the thick cloth used to make the bag orginiated.

Anatomy of a

BAG 8

BACKPACK

Backpacks weren’t JUST made for students! They are a great alternative to carrying your office belongings, laptop, notepads or gym wear without the annoyance of weighing down just one side of your body at a time. SwissGear and Roots are just a few of the notable options we have in this staple travel piece.

COMPUTER BAG

BUSINESS CASE

From first class to coach, the office to the beach, a computer bag is always a convenient necessity that combines style with function. Both Swiss Gear and Roots add some durable styles from leathers to canvas.

In leather or durable stretch fabrics, the options are endless from the Holiday Group line up, offered to you by the Gingerich Group. Protect and carry around your laptop in style this year.

MESSSENGER BAG

LUGGAGE

Worn over one shoulder, a messenger bag acts as a bag or sack to haul belongings in an urban chic and realistic fashion. The messenger bag was a signature style of “Bicycle Messengers” but has since been on the forefront of urban fashion. Look to Swiss Gear and Roots for various styles offered.

You don’t have to be a jetsetter to enjoy good luggage. Give your belongings a comfortable place to rest their head when you do make your way abroad, to the beach or on your quick business trips to and fro. From acclaimed TravelPro to Air Canada and Swiss Gear, we can make sure you’re outfitted with the best, safest and most durable fashions in any size. 9

Anatomy of a

WATCH What is that tick tick ticking sound coming off your wrist? Well, it is your watch of course. When you rush for the plane.. wait, stop, check your watch. When you are running late in a meeting… wait, stop, check your watch. When the kids are late for school… wait, stop, check your watch. It is only a matter of time (no pun intended) that we become reliant on our watches as we rush around in our busy lives. With every new style, comes a new feature. With every competitive brand, comes a featured style. In general, there are a few aspects to a watch that every classic piece has.

FACE BEZEL

Is the area outside the face, designed to protect the watch face. This piece is usually made of stainless steel, or designed to fit the specifications of the watch design.

CASE

The case of the watch holds all of the parts together and protect the mechanism; the case is usually made of stainless steel.

Is a feature that works as a stopwatch or timer. This feature and how it works varies due to each watch. The accuracy of the stopwatch function will commonly vary from 1/5th second to 1/100th second depending on the chronograph. Some chronographs will measure elapsed time up to 24 hours. BAND

WATER RESISTANT

The ability to withstand exposure to water. Some watch styles indicate the various depths at which the watch can withstand water. 10

TACHYMETER

This is the feature that can indicate the rate of speed travelled over a measured distance and time; also called a “tachometer”.

SECOND HAND

The second hand is the thinnest hand anchored in the middle of the watch that indicates each second and makes that ticking sound synonymous with watches. CLASP

CHRONOGRAPH

Watches are typically sized to fit wrists from 8 to 10 inches. Other words to refer to the Band is Bracelet or Watchband. A Bracelet is often a metal link watchband. The strap of a band is often made up of rubber, cloth, leather or non- metal materials. Band length is usually the circumference of the inside of the band, or the area that would fit around the wrist. On average, this length is 10 inches, and designed to be shortened to cater to varying lengths.

The face is the area within the watch bezel that shows the time.

CROWN

The clasp works as the latch to secure the watch band to your wrist. According to bluenile.com, there are a variety of clasp types: Buckle, Deployment buckle, Bracelet clasp, Folding clasp, Hook buckle, Hidden watch clasp and Pushbutton hidden clasp.

The crown is an important aspect of each watch as it is the knob found on the middle right side of the watch (on some high end brands, you can also find this feature on the left side). The crown allows you to set the time and other features depending on the brand and style of watch. Otherwise called a pin, winding stem, or stem. 11

GEORGE SULLY & C. GARDINER CRANSTON

C. GARDINER CRANSTON Co-Founder TCHAD Quarterly Magazine www.tchadmag.com “Fashion fades, style remains.” AUR Polo ~ W1108 ~ Iceberg Sunice Jacket ~ 2407 ~ Black Swatch Watch ~ SVGK406 ~ Right Track White

GEORGE SULLY Co-Founder TCHAD Quarterly Magazine/ Sully Wong www.tchadmag.com www.sullywong.com “It’s all about individuality, being yourself, in your own skin and looking good in what you wear.” AUR Sweater ~ T0409 ~ Black Hamilton Watch ~ H24615331

FELICIA MALOVATSKI Gingerich Group Intern “Style is what you feel everyday.” AUR Polo ~ CL0292 ~ White / ombre AUR Skort ~ CL0751 ~ Black Umbrella ~ 92100 ~ BelAmi ~ Clear Hamilton Watch ~ H18512735

RAYA TODOROVA Gingerich Group Intern “Style is a raw attitude. It can’t be forced.” Sunice polo ~ 8180 ~ Black Roots Sling ~ R2963T ~ Stone Umbrella ~ OH404F ~ H.DUE.O Swatch Watch ~ SVGK406 ~ Right Track White 14

VANESSA HEINS

CANDICE CHANTRELL

ALI MCEWEN & CARLI DEROCHIE

Photographer www.vanessaheins.com

Singer / Model www.candicechantrell.com

“Best summed up by Coco Chanel: ‘In order to be irreplaceable one must always be different.’ “

“To me, style is about showing your personality. What you wear can show so much about who you are.”

Ali McEwen: CEO / Founder of Baby on Board Apparel Carli Derochie: Intern www.babyonboardapparel.com

AUR Polo ~ WL1258 ~ Black Sunice Jacket ~ 3775 ~ Lapis David Jones Handbag ~ DJ2016 ~ Black Polka Dots MoovBoot ~ Shine, Poppy Red

AUR Polo ~ WL0150 ~ Black AUR Sweater ~ TL1451 ~ Ombre David Jones Roller Bag ~ DJ5425 ~ Black Swatch Watch ~ SWM102G

“Fashion is best when it’s kept simple.” Ali: Sunice Jacket ~2478 ~ Tangerine/shadow Carli: AUR Jacket ~ CL1457 ~ Allure Roots Luggage ~ R00978 ~ Purple

KATIE BEATTIE Gingerich Group Intern “Style to me is all about confidence. Be adventurous, be brave, take chances. With the confidence behind you, you can pull off anything.” AUR Polo ~ WL1155 ~ Iceberg AUR Sweater ~ TL1458 ~ Grenadine Swatch Watch ~ GP128 ~ Dragon Fruit MoovBoot- Super gloss, Bubblegum pink

JORDANA LLOYD Model www.sherrida.com “Style means individuality and commonality between friends and most importantly fun.” AUR Polo ~ WL0150 ~ Borolo AUR Sweater ~ TL1458 ~ Grey Heather AUR Skort ~ CL0751 ~ Iceberg

CANDICE CHANTRELL Singer / Model www.candicechantrell.com AUR Polo ~ WL0150 ~ Black AUR Sweater ~ TL1451 ~ Ombre Swatch Watch ~ SWM102G

BILLY MINTZ JUSTIN DIXON Broker www.justindixon.net “Style to me is everything and absolutely nothing. Something not to take seriously, something to enjoy.” AUR Polo ~ C327 ~ Borolo Sunice Jacket ~ 5213 ~ Charcoal

BILLIE MINTZ Imagin8r www.imagin8r.com “Style to a man is like feathers to a peacock, don’t be afraid to get your peacock on and stand out.” Sunice GORE-TEX ~ 2111A ~ Black Sunice pants ~ 6400P ~ Glen Plaid Hamilton Watch ~ H64515333 MoovBoot ~ The Ambush, Black

TIMM ZEMANEK

JO ALTILIA

Actor www.imdb.com/name/nm0002294

Founder / Literature For Life www.literatureforlife.org

“To me, style is the ability to present yourself in the best possible way without going over the top. “

“Style takes you out of the group.”

Sunice Sweater ~ 5736 ~ Black mélange Hamilton Watch ~ H18512555 Swiss Gear Messenger Bag ~ SWA0740P ~ Black

AUR Jacket ~ TL1457 ~ Allure David Jones Handbag ~ DJ635

JORDANA LLOYD

JESS BAUMUNG

Photographer www.jessbaumung.com “Style is who you are when you wake up in the morning before you get dressed. Style is something that is always changing while always staying the same.” Sunice Sweater ~ 5736 ~ Platinum mélange Hamilton Watch ~ H68582553 22

MITCHELL JACKSON

DANI BROWN

Professional Dancer www.twitter.com/mitchjacks

Sponsored Snowboarder www.twitter.com/danikbrown

“Style to me is relaxed but knowing when to turn it on.”

“Wear what YOU like and don’t care what others think.”

Sunice Jacket 5213 ~ Royal Roots Messenger Bag ~ RTS2064 Swatch Watch ~ SBV400 ~ Blue

AUR Polo ~ WL1154 ~ Charcoal Sunice Jacket ~ 5985 ~ Pure White MoovBoot: Dark Angles, Anja 23

SHERILYN ALLEN Beauty Editor www.fashionwatch.com “Style is everything. The beginning and end of all for me.” AUR Polo ~ WL0150 ~ Luminescence Sunice Jacket ~ 5653 ~ Black Kimono Swatch Watch ~ SVGB40 ~ Right Track

CARLO BERARDINUCCI

LEE ROMBERG

Actor / Jazz Singer www.carloberardinucci.com

Stylist / Writer www.offthecuffmenswear.tumblr.com

“First thing that defines you before someone speaks to you.”

“Style doesn’t really matter much but it appears in spades, once you ask yourself the only six words that do (matter): Who Am I Question Mark Period.”

AUR Jacket ~ C0502 ~ Ombre AUR Polo ~ W0102 ~ Black Hamilton Watch ~ H68481133

Sunice Jacket ~ 2400P ~ Shadow Deconstructed Pinstripe

TARA MCINTYRE & MELANIE GROOM Owners of Blo Blow Dry Bars www.blomedry.com TARA: “Style is knowing who you are, what you want to say and not giving a damn.” AUR Polo ~ WL1154 ~ Charcoal AUR Vest ~ TL1452 ~ White Swatch Watch ~ SVGK406 ~ Right Track White

MELANIE: “Tattoos and stiletto shoes.” AUR Polo ~ WL1154 ~ Rumberry AUR Vest ~ TL1452 ~ Black Hamilton Watch ~ H185120

MICHAEL GROOMBRIDGE

CEO of Fabfind www.fabfind.com “Style to me is a little bit like a Shakespearean play: a little bit of comedy, little bit of romance and occasional tragedy.” Sunice Polo ~ 8100 ~ Ice Sunice Sweater ~ 5735 ~ Shadow

KRISTEN BARNICKE Director of MoovBoot Canada www.moovboot.ca

Graphic Artist www.cre8.ca

“Style is everywhere, it’s in our home, it’s on our street. It’s how we live.”

“Fashion speaks so sometimes I don’t have to.”

AUR Polo ~ WL1155 ~ Black Sunice Jacket ~ WLS82Q ~ Black David Jones Bag ~ DJ752T Swatch Watch ~ SVGK406 ~ Right Track White

Sunice Jacket ~ 5613 ~ Charcoal/torch red Swiss Gear Messenger ~ SWA0740P ~ Black Swatch Watch ~ SVGB400 ~ Right Track

BILL HEILMANN

PAULA SHNEER

JOHN BROS

Chair of Fashion Programs, Campus Principal Academy of Design at RCC Institute of Technology www.aodt.ca “Being comfortable with yourself; this is reflected in easy, simple, comfortable clothing.” AUR Polo ~ WL1258 ~ Black AUR Jacket ~ CL0552 ~ Black David Jones Roller Bag ~ DJ5425 ~ Red

JUSTIN DIXON

KRISTEN BARNICKE

AUR Polo ~ C327 ~ Borolo Sunice Jacket ~ 5213 ~ Charcoal SwissGear Duffle ~ SWA0761P ~ Black

AUR Polo ~ WL1155 ~ Black Sunice Jacket ~ WLS82Q ~ Black David Jones Bag ~ DJ752T Swatch Watch ~ SVGK406 ~ Right Track White MoovBoots – Siberian Husky, Chestnut

Director of Sales at Holiday Group www.holidaypromo.com | www.holiday.ca “A person with style successfully combines current fashion with their own distinctive expression. It’s the perfect marriage of individuality and mass appeal.” AUR Polo ~ W1108 ~ Ultra Indigo | AUR Sweater ~ C1404 ~ Navy Travelpro Crew VIII - 20” Expandable Upright ~ TP71020 Swatch Watch ~ YGS464 29

JOSH DOAN

LEESA BUTLER

RattleSnake Point Head Golf Professional www.clublink.ca “Comfort in environment” AUR Polo ~ C327 ~ Oak AUR Sweater ~ C0409 ~ Oak Hamilton Watch ~ H32756551

AUR Polo ~ C327 ~ Oak AUR Vest ~ T1401 ~ LumnescenceHamilton

Founder & Executive Producer of the F-List www.f-list.ca “Style is where fashion and personality intersect.” Sunice jacket ~ 2259 ~ Tangerine/shadow

KATIE BEATTIE

MITCHELL JACKSON

DANI BROWN

PHILIPPE MERCURE

As such, a brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value.- brandchannel.com Business Director / Canadian Press Images www.thecanadianpress.com

So why buy brand?

“Style = Create trends”

The main Sunicedifferences Pullover ~ 5901in~ Brand Black to non-brand: quality and integrity of Hamilton Watch ~ H68481733 product. 32

SHERILYN ALLEN

BILL HEILMANN

JOSH DOAN

TARA MCINTYRE & MELANIE GROOM

RANDALL GRAHAM

www.sunice.com www.aurgolf.com www.adamsgolf.com www.fletchercorporate.com www.holidaypromo.com www.holiday.ca www.hamiltonwatch.com www.swatch.com Creative Director / Much Music www.muchmusic.com “Your style is like armour. Whether love or war you better come prepared.“ AUR Polo ~ W1108 ~ Black Swatch Watch ~ SVGK406 ~ Right Track White Swatch Watch ~ SVGB400 ~ Right Track Swatch Watch ~ SUOC700 ~ Brown Rebel MoovBoot ~ The Randalls Sunice Jacket ~ 5929 ~ Shadow / black Roots Messenger ~ RTS2064P ~ Black Hamilton Watch ~ H24615331 36