Humankind Story Book by Michelle Merino

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this is the story of

DENIM CO.

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“I EMBRACE MY BODY THE BEST I CAN. EMBRACING YOUR OTHERNESS MAKES YOU CREATE YOUR OWN WORLD, GIVING YOU THE BASICS YOU NEED TO THRIVE.” –BETH DITTO

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TABLE OF CONTENTS

HOW WE CAME TO BE

THE VOICE OF HUMANKIND

VALUES

DENIM MYTHS

WHO WE EXIST FOR

HUMANS OF HUMANKIND

THE DICTIONARY OF DENIM

THE PROCESS

CUSTOMIZE

SERVICES

WASHING INSTRUCTIONS

COMMUNITY

TAILOR TIME

CONTACT & CONNECT

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H U M A N K I N D â&#x20AC;&#x201A; â&#x20AC;&#x201C;â&#x20AC;&#x201A; D E N I M C O .

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HOW HUMANKIND CAME TO BE

OUR APPROACH

The current denim market does not lacks a brand that makes garments to satisfy individual wants and needs. A wide variety of people feel that it is difficult to find denim that meets their preferences in size, fit, style and price. In most cases, a pair of jeans meets some or most, but not all of these preferences.

Humankind is the only denim brand that does not only design for our customers, we design with them.

With this problem as the driving cause, Humankind Denim Co. is a brand that aims to answer the defining question, how can a denim brand ensure the perfect fit for every individual?

Through an inclusive and interactive experience that breaks down size, fit, price and detail preferences into choices, Humankind creates denim that is as original as the human being who chooses the elements that make it. We provide customers with a space full of inspiration, tailors, materials, and resources to create a collaborative process that tends to individual needs, rather than a categorized body type. Humankind Denim Co. strives to continuously inspire creativity in our brand and customers by encouraging collaboration between individuals who see their clothing as an extension of their own identity.

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OUR VOICE, OUR STORY Humankind Denim Co. focuses on uniting our product with our customer by encouraging individual, creative input that connects the process, experience and chosen end result. Our voice is...handcrafted, inclusive, authentic, casual, individually unique and down-to-earth.

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WE VALUE...

INDIVIDUALITY CREATIVITY INSPIRATION ARTFULLNESS COLLABORATION ENVIRONMENTAL AWARENESS CRAFTSMANSHIP

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DENIM MYTHS

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WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? It’s not comfortable. Denim is comfy AF!

WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? Resistance when putting jeans on. (pulling up) and holes in my pockets/denim blow.

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WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? That jeans are actually thoroughly denim.

WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? It’s uncomfortable.

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WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? That they are the “easy” option. Sometimes wearing jeans is harder than a dress or more upscale clothing.

WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? Cheaper is better. Quantity over quality.

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WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? Not a myth- it’s really hard to find jeans if you have a butt, small waist and short legs.

WHAT DO YOU THINK IS THE BIGGEST MYTH ABOUT DENIM? “Thou shall never wear jeans to your own or thy neighbor’s wedding.” I will never find jeans that will fit perfectly.

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WE MAKE FOR AND WITH Humankind celebrates human beings being one of a kind. We want to make for and with human beings who want denim that forms to them, not denim they have to form to. The people who constantly expand their thinking and cultural horizons and view fashion as an extension of their own identity, but may be too busy and independent to constantly form to fleeting trends. We exist for the independent minds who love to collaborate and exchange ideas. Our audience is made up of makers, doers, thinkers, style conscious, hands on, authentic individuals who crave quality everyday garments that fit both their silhouette and style perfectly.

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HUMANS OF HUMANKIND

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H U M A N K I N D â&#x20AC;&#x201A; â&#x20AC;&#x201C;â&#x20AC;&#x201A; D E N I M C O .

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The starting denim garments will be simple silhouettes that come in a large range of diverse in fits, colors, and sizes. This gives users a number of quality jeans in a variety of combinations to then take as their starting point as they alter, subtract and add elements to make them exactly what each individual wants in their denim.

Humankind would also offer design details that could be applied in their stores using the same resources, tools, and workers so individuals can choose the expressive qualities they want on their new pair of jeans such as embroidery, stenciling, patches, rips/holes, fabric add ons, stitching, studding, distressing, etc. This will make each pair of jeans an individual work of hard, unique to each person, and create a community of one of a kind human beings with different stories shown through the design details they add to their perfectly altered pairs of jeans.

THE PROCESS

Humankind will be produced using environmentally conscious methods and quality materials so they can be taken straight home and worn if the customer does not want to change any aspect of them or use the in store recourses, tools, and workers/ tailors to make alterations to the jeans so each customer can have their perfect fit.

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01 JEANS

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GARMENT

JACKET

SHIRT

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02 WHITE

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SHADE

LIGHT

MID

NAVY

BLACK

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FABRIC

weighs less than 10.5 oz. per square yard of fabric. It is light, making it perfect for warm weather.

denim weighing between 10.5 oz. and 12.5 oz. per square yard of fabric.

extra durable denim that weighs 13 oz. or more per square yard of fabric.

LIGHTWEIGHT

MIDWEIGHT

HEAVYWEIGHT

premium denim that comes from the woven strip on both edges of a roll of fabric, roducing a clean edge with no fringe.

denim with a more rigid feel, shrinks roughly two sizes when washed, and forms to your body and movements over time.

S E LV E D G E

RAW

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RISE

a pair of jeans or pants that sits lower on the waist, nearer the hips.

a pair of jeans or pants that sits in between the hips and natural waist.

a pair of jeans or pants that sits at or near the natural waist.

LOW RISE

MID RISE

HIGH RISE

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FIT

jeans that are intended to fit very snug from waist to ankle.

jeans that fit snug from waist to ankle, with stretch for comfort.

somewhere between a traditional straight and modern skinny. Slim jeans are cut narrow from hip to ankle, but with enough room to move.

jeans cut in what’s also called the ‘standard fit’, straight from hip to ankle.

SUPER SKINNY

SKINNY

SLIM

STRAIGHT

originally designed to fit over work boots, bootcut jeans are built a little wider from knee to ankle.

a style of jeans/pants in which the leg has been taken in and narrowed from knee to ankle. A tapered jean or pant has a tailored, refined look.

a style of trousers that become wider from the knees downward, forming a bell-like shape of the trouser leg.

jeans that are a looser fit and made for comfort.

BOOTCUT

TAPERED

FLARE

RELAXED

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CUSTOMIZE

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BUTTONS

ZIPPERS

HOLES & RIPS

POCKETS

STITCHING

F R AY I N G

STUDDING

EMBROIDERY

STENCILING

PATCHES

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SERVICES

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Humankind alters, repairs, and customizes our denim for each individual as part of our store experience. A LT E R

We not only design our jeans with people in mind, we form them to be a perfect fit for every one of our customers. Humankind also repairs your old and worn denim to make them as good as new. REPAIR

Our brand values both denim and the environment. Therefore, we offer a recycling option. Bring us your old Humankind denim in return for a free custom element on your next new pair! RECYCLE

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WASH CARE

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Humankind Denim Co. conserves water during our creating process and we want to pass on this state of mind. We encourage our customers to only wash their denim when needed, and not after every wear. Remember to wash your denim inside-out to prevent any fading!

WASH COLD

LINE DRY

DO NOT BLEACH

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LOCAL COMMUNITY

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All patches are made by local artists and are unique to each store location. Visit our website to see what local artists and patches are being featured at the humankind store in your area!

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TAILOR TIME

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Humankind Denim Co. employs only trained, collaborative, friendly, creative people, ones who fit the ideals of our brand. Visit our website to see who the tailors at your local Humankind store are and how they celebrate human beings being one of kind.

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DENIM CO.

CELEBRATING HUMAN BEINGS

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DENIM CO.

BEING ONE OF A KIND

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HAVE QUESTIONS, COMMENTS, OR JUST WANT MORE INFO ABOUT HUMANKIND?

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