STUDIO PROCESS AND SERVICES GUIDE, SELECTED WORKS & PORTFOLIO
info@directivecollective.com +1 647 802 3472 www.directivecollective.com
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Design Management & Branding
B
Design & Innovation
C
SPECIAL FEATURE — CASE STUDY
D
Development
E
Graphics & Marketing
Strategic planning of integrated creative activities. Emotional Storytelling, logo and identity design.
Product innovation, exploration, form development and functional solutions.
SKORA, Inc. From Branding to Design, Development, Marketing and Communications & More.
Prototype development, technical specification and production liaison.
Visual communication of brand and product concepts, packaging, hangtags, sales tools, POS and retail design.
Richard Kuchinsky carrying on business as “The Directive Collective” Ontario Business Registration No. 843796590
SPECIAL FEATURE
CASE STUDY INSIDE
The key to successful product design and development is a structured, well-formed design process. Specializing in an integrated, strategic design method, The Directive Collective effectively manages all projects from design brief to production with a single vision of creative, branded focus.
Above — SKORA SS13 Men’s Collection
The Creative Process From Sketch to Production
The Directive Collective specializes in providing creative process management to match available time, budget and resources goals. From concept design to branding, technical development, graphic design and marketing, we provide all services as a part of a well-managed, integrated approach. Starting with the creation of an overview schedule and planning tool, an integrated creative problem solving process is further developed in-sync with related sales, marketing, design and development departments. Throughout the creative process, sketches, technical drawings, presentation materials and product samples are efficiently managed using proprietary practical planning tools and standardized methods. In addition, thanks to our extended Collective network of global creative professionals, we are able to draw upon fresh resources on-demand for all types of specialty projects, technical needs, and challenges.
03 Design — More than just a pretty sketch
06 Development — Making it Real
07 Marketing — Telling the Story
A
DESIGN MANAGEMENT & BRANDING / STRATEGY & IDENTITY
Design Management Strategic planning of integrated creative activities includes management of resources, schedules and targets. Strategic Planning is the first step in ensuring a consistent, branded image and focused footwear design. Before any creative design activities, it is important to outline and determine an appropriate brand and product strategy.
INDOOR research design specs development samples testing sales orders production deliver
2004 A 2005
FOOTBALL research design specs development testing development samples sales orders production deliver
The Directive Collective uses product and brandfocused techniques to guide the entire product design process.
LEISURE H-Line textiles presentation deliver
Express Textiles presentation deliver
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h-line research design specs development samples sales orders production deliver
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express research design specs development samples sales orders production deliver
Working with the client to first determine the strategic goals of a project, collection or brand, we guide strategic planning to ensure that product briefs, brand messages and related goals/targets are on track.
FASHION research design specs development samples sales orders production deliver
2006
2007
2008
01
holiday research design specs development samples sales orders production deliver
Through the development of a unique strategic plan in connection with product or brand design activities, we can ensure that a cohesive message is communicated and executed across categories, media and product.
01 Schedule Key 02 Target market positioning 02 hummel 6.4 PIO FGX combines heritage style, performance specification and lifestyle sensibility 02
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Logos and Branding Product DNA Creation
We start all branding projects by identifying core brand values and determine a brand architecture that can apply to all product and creative work. We focus on 3 areas of brandingBrand Creation — New brand development focused on establishing a foundation of brand message and identity. Brand Extension — Leveraging of an existing brand to further establish a presence in a new product category or market segment. Brand Development — Management and evaluation of an existing brand to further focus or redefine a brand or product message and position. Does your product reflect your brand, even with the logo removed? Does your brand reflect your product? What is your brand personality? Product DNA Creation considers any new designs in the context of past, existing and future products. In this way, brand values and design language are carefully preserved and/or moved forward for strategic purposes. Establishing and maintaining a consistent Product DNA is key to ensure consistency in design across different product ranges and communicate branding clearly to the consumer. In addition, a solid DNA and product feature matrix can used to quickly bring new products to market by combining existing concepts/DNA with focused innovation and design.
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In developing Product DNA both physical design signatures are standardized as well as emotional product values between and across different categories. The resulting DNA formula and product matrix thereby enables new products to be created using existing family DNA. This enables increased market acceptance and leverages key marketing concepts across multiple categories for improved revenue opportunities. A well formed Product DNA looks at all branded products as related members of a family and creates component genes and personalities that can be expressed and shared across categories and markets. 01 — 02 SKORA 03 Proper Course & Co. 04 Knowledge Cotton Apparel 05 — 08 Power Athletics 09 SKORA R01 Outsole
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www.directivecollective.com
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Studio Services Guide & Selected Works
CONCEPT / DESIGN & INNOVATION
B
Design & Innovation Product innovation, exploration, form development and functional solutions. Concept designs bring the design intent and problem solving aspects of the creative process to the forefront through sketches, renderings and technical exploration. Design & Innovation focuses on providing design concepts and technical solutions. A wide variety of creative directions are explored and all product elements communicated through sketches, illustrations and specifications ready for prototype development.
01 Roots Boots 02 Royal Elastics 03 hummel 8.4 PIO FGX 04 Power XO Vapor 05 Umbro Football 06 Power Quantum 07 SKORA Concept Design 07 PelĂŠ Football
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Roots Concept Design
The Directive Collective
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featuring
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The Directive Collective +1 647 802 3472
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C
SPECIAL FEATURE / SKORA, Inc. CASE STUDY
SKORA, Inc. — CASE STUDY
SKORA is a completely integrated project — involving creating a new performance running brand and product from the ground up.
Running ability is programmed into the human DNA. For millions of years, we have run from danger and towards the things we seek. As a child, we innately know how to run — we Run Real.
“
At SKORA, we look at things differently. We believe that running shoes should be built to encourage running performance that is as biomechanically correct as possible, with minimal interference. Our footwear lets people run naturally. Run Real is our philosophy and we stand by it.
The Bentley of Barefoot Running Shoes...
From strategic positioning, to branding, identity, product design, development, packaging, graphics and marketing this project was developed as a cohesive whole with both brand, product, and story closely linked. This project not only involved the design of a new footwear solution, but a brand. From the start, a new concept was developed for SKORA’s strategic positioning as a brand that was unlike other athletic footwear brands in terms of design, DNA and personality.
”
This product has been specially crafted using the finest Pittards Leathers for premium performance.
ARMOR-TAN
®
WR100X
GOAT LEATHER
Run Real is more than a statement, it is a way of conducting business. We believe that runners are smarter than most brands give them credit for.
This product features upper and lining leather that has been tanned using the WR100X process. This unique process has been specially engineered to offer improved permanent water resistance properties.
The Upper material on this product is Pittards Armor-Tan® WR100X Goat Skin Leather. Because of the fiber structure unique to Goat Leather (compared to Cow and other types), the leather is naturally more durable and breathable. The unique Armor-Tan® treatment uses microscopic ceramic coatings on the individual leather fibers to enhance abrasion resistance and durability of the leather. High-performance Pittards WR100X leather provides -
Although water is prevented from getting in, WR100X leather is still breathable and will allow perspiration and air to pass through the fiber structure, keeping the foot cool and comfortable. As every fiber of the leather is coated, no additional conditioning is required.
Armor-Tan®
Ordinary leathers take over 24 hours to dry and are usually hard and prone to cracking. WR100X leather dries in around 6 hours, and is as soft and supple as on the first wearing.
HIGH ABRASION RESISTANCE PERMANENT WATER RESISTANCE SUPERIOR SWEAT RESISTANCE
We are free-thinking and challenge conventional wisdom. We believe in common sense, rational principles and challenging the status-quo. Our footwear approaches design and performance from a practical, honest and realistic understanding of a runner’s true needs. We don’t cling to doctrine, new or old. We don't hold ideology over practicality. SKORA is designed for the Real runner, in the Real world.
For more information please visit —
PERFECT SOFTNESS
WWW.SKORARUNNING.COM/TECH
The Lining material on this product is Pittards WR100X Sheepskin.
SKORARUNNING.COM
CORE
7.0 GREY/LT.BLUE/WHITE R02-002W02
MADE IN CHINA
FABRIQUE EN CHINE UK EUR CM US UK EUR CM 6.0 39.0 25.0 O/N CC-0001 11.0 10.0 44.5 29.0
Branding & Packaging
CORE
R02-002M02
US W
O/N CC-0002
Strategic Design
3Rs REAL RUNNING REMINDERS
THE
While most athletic brands are all about “faster, stronger, better,” and use a lot of technical and marketing jargon to sell product, SKORA was positioned to be a brand that was more rational, honest, straight-forward and personal. The result is a design language that is more refined than most athletic footwear. Patterns, colors, lines and details are very graphic and almost mathematical.
At SKORA we view Real Running as running how nature intended — efficient, effective and with ease. As the foot strikes the ground, contact is made in the middle of the foot, not at the heel. Running with a whole-foot gait results in less impact energy and force shock transmitted through the body. Real Running is not something your body needs to learn, but rather be reminded of. As a child we all Run Real, it is only as we grow up and get used to conventional running shoes we forget how to run naturally.
!
2 REPOSITION
Reconnect to your body
WHAT?
HOW?
WHY?
The “Run Real” tagline was created to embody this vision and represent not only the personality but goal of the brand’s reach.
180 /MIN.
1 RECONNECT
Reposition your body
3 RHYTHM
Find your Rhythm
The mind-body connection provides important feedback (proprioception).
The position of your body greatly affects your running form.
The rhythm of your stride is an important part of maintaining good form.
Keeping the feet closer to the running surface reconnects the sense of touch and facilitates a light landing that is consistent with a whole-foot gait.
Maintain an upright posture, aligning the hip to head. Land with your feet under your body, not in front. Keep your knees slightly bent, avoid landing with an outstretched, straight leg.
While every body and gait is different, a good stride rhythm is around 180 footstrikes per minute.
Awareness of how your feet connect with the running surface helps give your body greater control and efficiency.
A good running body position enables the legs and feet to naturally absorb impact energy and forces throughout the body.
A shorter stride length, encourages a whole-foot landing that allows your entire body to work as efficiently, and biomechanically correct as possible.
01
The SKORA project involved complete brand identity design (logo, patterns, colors, tagline) as well as all packaging and product graphics.
01 Packaging and Graphics 02 Inner Box 03 Design Inspiration Board 04 CROE Design Concept Sketch 05 R02 IBR Outsole 06 Stainless Steel Slatwall Shelf 07 Last Tape up and First Pullover 08 R02 Technical Drawing 09 Website Design 10 Model Photography Creative Direction 11 SS13 CORE Women’s
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www.directivecollective.com
Studio Services Guide & Selected Works
SPECIAL FEATURE
FINALIST 2013 SPORTSWEAR
05
Design & Development Testing & Production
Working closely with the brand as well as key weartesters, designs were developed from sketch to last tape-up, to first pullover through several rounds of prototypes, consulting throughout with manufacturing partners and suppliers.
TEXTURE
A
F
B
G
C
H
D
I
E COLOR KEY
INJECTED RB OUTSOLE INJECTED RB OUTSOLE - RECESSED RB OUTSOLE - BASE SURFACE RB OUTSOLE - RECESSED INDICATES RECESSED CONCAVE CENTER SECTION TO FOLLOW FOOT SHAPE. RECESSED 1.0MM
INDICATES EDGE OF SIDE RADIUS AND PART OF OUTSOLE THAT TOUCHES THE GROUND A
RB
Development included technical specification of performance characteristics, colors and materials and review of patterns and technical drawings incorporating feedback from testing and costing analyses.
8.0
R0.5
A
RECESSED MOIRE PATTERN 1.0MM DEEP SEE ARTWORK
2.5 R0.8
RB
RB
GRADE FLEXGROOVE RECESS TO 3.0 AT TOE
RB 5.0 THICK
COLOR LOGO WITH 0.8MM WIDE X 0.8MM DEEP COLORDAM
SEC a1-a2 2.5MM HIGH TREAD a1 NOTETHIS AREA TO USE PLUG IN MOLD SO CAN BE SAME PART AS INJECTED RB OUTSOLE OR USE CEMENTED RB PAD AS SHOWN. ** SEE ALTERNATE DRAWING
a2
FLEXGROOVES 5MM DEEP RB
15.0
RECESSED INFO 1.0 DEEP
SKORA R02 SIZE 9 JVC3-769-4
RB PADS TYP. 5.0 THICK 1.0
2.5MM HIGH TREAD
1.0
15.0
RECESSED MOIRE PATTERN 1.0MM DEEP
B
B
3.0 NOMINAL THICKNESS TREAD 2.5MM THICK IN FOREFOOT GRADE TO 0.5MM IN WAIST
TREAD 2.5MM HIGH IN FOREFOOT GRADE TO 0.5MM IN WAIST
5.0 TYP
2.5MM HIGH TREAD
A
23.0
R 2.5 TYP
SEE ARTWORK FOR TREAD/RECESS 0.5MM DEEP
D
FLEXGROOVES 5MM DEEP
2.0MM HIGH TREAD 1.0MM HIGH TREAD 0.5MM HIGH TREAD
C
D RECESSED 1.0 DEEP 25.0
1.0MM DEEP 2.0MM DEEP RECESSED PATTERN GRADES 0.5MM DEEP IN WAIST TO 2.5MM DEEP IN HEEL
RB E
FLEXGROOVES 5MM DEEP
2.0
RB PADS TYP. 5.0 THICK
27.0
INJECTED RB
24.0
8.0mm TO FOLLOW LAST SHAPE
INJECTED RB
INJECTED RB 18.0
C
33.0
E
1.0 2.5MM DEEP
RECESSED 1.0 DEEP
1.0
RB
21.5
21.5 46.0 5.0
5.0 TYP
R 35.0
RECESS GRADES TO 1.0 DEEP AT HEEL
3.0 TYP
A
LATERAL SIDE
46.0
BOTTOM 5.0 TYP
MEDIAL SIDE
SEC A-A
A
TOP
15.0 R 3.0 17.0
06
RECESSED LINE 1.0MM DEEP 3.0MM WIDE
R 35.0
INJECTED RB
HEEL
R 35.0
RIGHT
RB 8.0
Graphics & Marketing Brand Communication
RECESSED LINE 1.0MM DEEP 3.0MM WIDE
R 25.0 R 35.0 1.0MM DEEP RECESSED MOIRE PATTERN TEXTURE
07
08
SEC B-B
R 35.0 1.0 CENTER OF FOREFOOT CONCAVE RECESSED 1.0MM
2.0 TREAD 2.5MM HIGH IN FOREFOOT GRADE TO 0.5MM IN WAIST
5.0
SEC C-C
2.0 R 35.0
INJECTED RB
2.5
8.0 5.0
5.0 3.0
8.0
5.0
RECESSED LINE 1.0MM DEEP 1.0 3.0MM WIDE
R 25.0
RECESSED PATTERN 0.5 GRADES 0.5MM DEEP IN WAIST TO 2.5MM DEEP IN HEEL
LEFT
3.0 5.0
R 35.0 R 0.5 TYP.
SEC D-D
R 35.0
RB
R 35.0
SEC E-E
Responsible for all external communications — to consumers as well as customers and trade, a variety of visual communication tools were developed. These included ads, catalogs, website design, direct mail, trade show booth design, technical and press release copy-writing, as well as photography Creative Direction/coordination. 1 800 401 2231
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US
SHOP. WHO? WHY? WHAT? BLOG. + Asymmetric lacing is designed to better fit your foot shape. This means less hot spots, blisters and better comfort.
+
+
PHASE —
NO COMPROMISE,
NO MIDSOLE
+
INNOVATIVE UNIBODY IBR OUTSOLE PROVIDES LIGHTWEIGHT CUSHIONING, DYNAMIC FLEXIBILITY AND UNCOMPROMISING PERFORMANCE. LEARN MORE
It’s the little details that matter. Stitch-down construction means there are less seams on the inside of the shoe. This allows for seamless comfort with out with out socks, with or without the insole. Read more about this and other great technical details.
LEARN THE 3RS.
STITCH-DOWN CONSTRUCTION.
REAL RUNNING REMINDERS.
LESS SEAMS. MORE COMFORT.
FEATURED
TOP OF PAGE
SKORA Running @skoraRunning RT @BarefootAngieB: Eat more veggies, move more, give some love. #health #happiness 2h ago Reply Retweet Favorite SKORA Running @skoraRunning Making more of an effort to run in the mornings...totally worth it :) #runreal 5h ago Reply Retweet Favorite
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Your Email
Monday-Friday 9:00am - 5:00pm PST © 2013 SKORA, Inc.
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11
The Directive Collective +1 647 802 3472
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D
DEVELOPMENT / TECHNICAL DESIGN
Development Footwear Development, technical specifications, production liaison. Development concerns the realization of a product concept and includes production-ready technical drawings, specifications and prototype review. Footwear Development encompasses all aspects of taking a product concept to production; specifications, technical drawing packages, prototype development and review with suppliers in Asia, technical product solutions, production review and confirmation.
01 SKORA PHASE Last Tape-Up 02 SKORA BASE Pattern 03 SKORA R01 Components 04 Royal Elastics Specifications 05 hummel 9.1 Technical Development 06 Etonic Minado Outsole Technical Drawing
3M HF WELD 8 ELASTIC, ENSURE TIGHT ON UPPER WHEN LASTED
7
ELASTIC, INSIDE UPPER 7
REVERSE SEAM WITH ZIG ZAG STITCH LEATHER UNDERLAY
2
HEEL WEBBING
9
LEATHER OVERLAY WITH GRADIENT PERF
01
NOTE NO HEEL COUNTER REINFORCEMENT
2
VELCRO, SPECIAL 6 FLAT KIND LEATHER PULL TAB 5 8MM COLLAR FOAM INSIDE SOCK AIRMESH AND LYCRA LINING SEE SOCK PATTERN
10
1
With extensive experience in production factories and interaction with key suppliers, the development process includes; last development and measurement, sizing and fit standards, pattern/colorway review, photo/sales samples coordination, prototype and production tooling as well as costing and material specification.
35MM ELASTIC, ENSURE TIGHT ON UPPER WHEN ATTACHED TO VELCRO
REVERSE SEAM WITH SERGE STITCH IN AIRMESH
4 1
THRU HOLE WITH TPR MICROINJECT. TECH DWG TBD.
FULL INNER SOCK, AIRMESH WITH LYCRA LINING REVERSE SEAM TO COLLAR LINING/ LYCRA LINING
ADD SINGLE 8MM DIAM. 3 HOLE WITH COLOR PU UNDERLAY
8
3M HF WELD
.723
MM29
NYLON HARDWARE 4
2
35MM ELASTIC, ENSURE TIGHT ON UPPER WHEN ATTACHED TO VELCRO
1
4
02
1
2
2
Ø 25.0
a
FULL INNER SOCK, AIRMESH WITH LYCRA LINING REVERSE SEAM TO COLLAR LINING/ LYCRA LINING
LEATHER OVERLAY WITH 3M SCREEN PRINT
12MM NYLON WEBBING 6.0
LOGO PAINTED FROM INSIDE
NEOPRENE SOCK (GRAPHICS TBD) WITH LYCRA BINDING
a TOP
SIDE
sec a-a
TONGUE LOGO DETAIL (50% SIZE)
LEATHER OR SYNTHETIC WITH EXTRA LARGE PERF Ø3MM, 6MM CENTER SPACING
FULL INNER SOCK, AIRMESH WITH LYCRA LINING REVERSE SEAM TO COLLAR LINING/ LYCRA LINING
NYLON HARDWARE
3M SCREEN PRINT 2.0
2 COLOR TPR JEWEL LOGO (PAINTED FROM INSIDE)
12MM NYLON WEBBING
25 MM ELASTIC
SCREEN PRINTED AROUND EDGE
NICKEL HARDWARE
NEOPRENE SOCK (GRAPHICS TBD)
TPR MICROINJECTION STRAP PULL
SCREEN PRINTED AROUND EDGE 12MM NYLON WEBBING
TPR MICROINJECTION TONGUE LOGO (SEE TECH DWG)
NEOPRENE SOCK (GRAPHICS TBD)
03
LEATHER UNDERLAY
4
04
05 FOLDED EDGE ON PERF UPPER OVERLAY
A
NOTE: NOT STITCHED TO SOCK AROUND COLLAR/THROAT Royal Elastics SS 2011 “J-Cheezy” Final Design
42.5
42.5
14-12-09
42.5
The Directive Collective
RAISED DETAIL LINES TYP. 0.5
COLORDAM 1.0 WIDE X 1.0 DEEP RECESSED TYP. 1.0
CONVEX FLEX GROOVE (EVA) TOP LOADED RCS
B
3.0
B
27.7 TOP LOADED RCS WITH RECESSED 1.0 LOGO
COLORDAMS AROUND ALL LUGS 1.0 WIDE X 1.0 DEEP
CONCAVE FLEX GROOVE (EVA)
PAINTED AND RECESSED DETAIL 1.0 DEEP X 2.0 WIDE
SAWTOOTH TREAD PATTERN MAX HEIGHT 2.0 TYP. 2.0
BOTTOM EVA COMPONENT
2.0
27.7
14.0
TOPLOADED RCS
CONVEX FLEX GROOVE (EVA)
CONCAVE FLEX GROOVE (EVA) PARTING LINE BETWEEN TOP AND BOTTOM EVA COMPONENTS
2.0 5.0
1.5
DETAIL LINES RAISED TYP. 0.5
RAISED AND PAINTED DETAIL 1.0 HIGH X 2.0 WIDE
R1.0
CONCAVE FLEX GROOVE (EVA)
TYP. 2.0
2.0
BOTTOM EVA COMPONENT
TYP. 3.0 INSIDE CURVE AS REQUIRED TO FIT LAST
HIGHER DENSITY MEDIAL POST
TOP EVA COMPONENT
HIGHER DENSITY MEDIAL POST (CO MOLDED WITH EVA IN MOLD) 45 DEGREES ANGLE IN FRONT, 62 DEGREES AT REAR
TPU SHANK
TOP EVA COMPONENT
PARTING LINE BETWEEN TOP AND BOTTOM EVA COMPONENTS
LOGO REAR PAINTED
C
C
TPU SHANK WITH 1.0 RAISED LINES BOTTOM EVA COMPONENT
43.5
TPU SHANK TOP EVA COMPONENT PARTING LINE BETWEEN TOP AND BOTTOM EVA COMPONENTS
COLORDAM RECESSED TYP. 1.0 RECESSED TYP. 1.0
E EV V
TPU DRP EDGE RECESSED 1.0 FROM SURFACE OF EVA
E ER E RE RD UR DU
LOGO RECESSED 1.0 DETAIL RECESSED 1.0
RECESSED TYP. 2.0 MEDIAL SIDEWALL LINES TYP. RAISED 0.5
REAR PRINTED PVC BUBBLE LOGO WITH FOAM CONCAVE FLEX GROOVE (EVA)
RCS
PAINTED AND RECESSED DETAIL 1.0 DEEP X 2.0 WIDE
46.5
BOTTOM LOADED RCS
D
TPU DRP EDGE RAISED FROM SURFACE OF EVA 1.0
24.0
D
TPU DRP RECSSED FLEX GROOVE 2.0
CONCAVE FLEX GROOVE (EVA) 1.5
7.0
BOTTOM LOADED RCS LOGO RAISED 0.5 AND PAINTED 2.0
A
48.5
48.5
LATERAL
BOTTOM (RIGHT)
INSIDE CURVE AS REQUIRED TO FIT LAST
3.0
INSIDE CURVE AS REQUIRED TO FIT LAST
TOP LOADED SKELETALIZED RCS
RAISED DETAIL LINES 0.5
06
2.0 5.0
www.directivecollective.com
3.0
SEC B-B
R1.0
48.5
SEC A-A
MEDIAL SIDEWALL LINES TYP. RAISED 0.5
06
0.5
MEDIAL INSIDE CURVE AS REQUIRED TO FIT LAST
HIGHER DENSITY MEDIAL POST (CO MOLDED WITH EVA IN MOLD) TPU DRP
MEDIAL SIDEWALL LINES TYP. RAISED 0.5 TPU DRP HIGHER DENSITY MEDIAL POST (CO MOLDED WITH EVA IN MOLD)
TPU SHANK WITH 1.0 RAISED LINES
TPU SHANK
SEC C-C
1.5
24.0
SEC D-D
5.0 1.0 2.0
Studio Services Guide & Selected Works
COMMUNICATIONS / GRAPHICS & MARKETING
E
Graphics & Marketing Visual communication of brand and product concepts, packaging, hangtags, sales tools and retail graphics. Graphic design services help communicate the product and brand to the consumer by effectively positioning the product for retail sales. Graphic Design and Illustration services take the product to the next level. Tuned to manage the entire sales/consumer experience, we can deliver all product graphics, packaging, POS, catalog and accessory branding and communication to ensure that the whole is greater than the sum of its parts.
01 SKORA Trade Show Booth Design 02 hummel PIO Packaging 03 Knowledge Cotton Apparel Academy Book Illustration and Graphic Design 04 Gas Turbine Illustration - GE Research Center 05 Power POS 06 SKORA SS12 Catalog 07 hummel Technology Logos and Matrix 08 Power Finger Football Illustration 09 Power Quantum ION POS Illustration and Design
01
PET*
20 CM 30 CM
Curved Surface
POLY ETHYLENE TEREPHTHALATE
PET IS POLYETHYLENE TEREPHTHALATE, A TYPE OF PLASTIC DERIVED FROM PETROLEUM USED TO MAKE SOFT DRINK BOTTLES. USING RECYCLED PET BOTTLES, WE CREATE PET POLYESTER. POLYESTER IS VERY RESILIENT, QUICK DRYING, AND IS EASY TO WASH WHILE KEEPING ITS SHAPE. 05 Raw Fabric
Translucent Blue Acrylic
Did you know? In the USA, 2.5 Million bottles are tossed out every hour!
02 Shredding Machine
04 Yarn Spinning
Feature Shoe Placement Stainless Steel Side Panels 01 Recycled PET Bottles
06 Sewing into Apparel
Transparent Acrylic 01
03 PET Pellets
Plastic bottles are collected from land fills. It takes 500 years for a PET bottle to decompose if not recycled.
100% RECYCLED PET BOTTLES
Metal Shoe Support Pegs
Cutting and sewing is done at 06 the garment factory. The PET
Changeable Back Graphics 02
Bottles are cut into small flakes.
03
PET flakes are made into pellets. By using recycled Polyester vs. virgin Polyester the CO2 emission from production process is reduced by 75 %
Transparent Acrylic Changeable Graphic Panel
the production process 04 Through the Polyester fibre is spun into a
Poly Ethylene Terephthalate
Changeable Graphic Panel
stable or filament yarn.
Inside Can be Filled with- Tennis Balls - Soil - Grass, - Shoe Parts, etc.
yarn is now woven into raw 05 The PET fabrics.
07 Finished Apparel
6
02
Solid Base
03
KCA_Academy_design_02.indd 6
04
05
FIT
SHELL
GRIP
For years, we have been sold technology that is supposed to make the running process better than nature has intended. Despite the millions of marketing dollars spent, and countless studies, there has yet to be any conclusive proof that bags of air, gel, shock absorbers or fancy support systems work or decrease instance of injury. In fact, there are many studies that show the opposite.
SUPPORT
DURABILITY
BREATHEABILITY
STABILITY
Run Real is more than a statement, it is a way of conducting business. We believe that runners are smarter than most brands give them credit for. We are free-thinking and challenge conventional wisdom. We believe in common sense, rational principles and challenging the status-quo.
CUSHIONING
SKORA is a new company with new vision and philosophy. This means that we can do things differently and are not in a position of trying to undo all the marketing and design practices that are the foundation of conventional athletic brands and products.
6/16/11 11:47:02 AM
Power Athletics Ltd | Latam Retail | v01 April 10, 2009
WHO? WHY? At SKORA,, we look at things differently. We believe that running shoes should be built to encourage running performance that is as biomechanically correct as possible, with minimal interference. Our footwear lets people run naturally. Run Real is our philosophy and we stand by it.
133 CM
jacket now takes shape!
PADDING
LINING
There is indeed now a movement towards products that encourage more natural running form. Some call it “barefoot”, “minimal” or “natural” or “free”. If you look closely however, you will find most of these products are little different than the running shoes built and sold with “advanced technical features” for years. “Natural” shoes that have thick heels and TPU shanks? Proprietary technical cushioning systems? Doesn’t sound so “natural”, does it? At SKORA, we reject the terms “minimal”, “natural”, or “barefoot-style” when it comes to running. We believe there is only one way to run that respects our bodies — simply put, it is Real Running. Nothing more, nothing less. At SKORA we view Real Running as running how nature intended. As the foot strikes the ground, contact is made in the midfoot/forefoot at the ball of the foot. Compared to running in conventional running shoes (that favor a heel strike supported by large amounts of cushioning, support and a thicker heel), there is less impact energy and force shock transmitted through the body through the bones.
SKORA INC. 2505 SE 11TH AVE., SUITE 313, PORTLAND, OR 97202 TOLL FREE US/CAN +1 800 401 2231
MIDSOLE
UPPER
CNTR
High Abrasion Rubber Durable and high density
COUNTER
Low Profile Tread 4MM nominal rubber thickness Curved Heel/Forefoot Allows natural motion
Natural Arch Shape Matches the foot shape Zero Drop No heel stack increase
VAMP
QUARTER
VAMP
Concave Forefoot Matches natural foot shape
LINING
SOCKLNR
MIDSOLE
ANATOMICAL LAST
OUTSOLE
OUTSOLE
REALFIT
WWW.SKORARUNNING.COM
R01 SYSTEM
Concave Forefoot Matches natural foot shape Anatomical Flex Grooves Allows natural movement
Generous Ball Girth Matches the foot for comfort Curved Last Bottom Edges Matches the natural foot shape
Zero Drop 5MM midsole nominal thickness Ortholite® Sockliner Anti-microbial and breathable
Wide Toebox Allows toes to spread for comfort Natural Bottom Profile Anatomically correct fit Generous Heel Cuboid Anatomically correct fit
Minimal Cushioning 4MM nominal thickness Raised Top Bumps Increased biofeedback and foot feel
The Upper material used on FORM is Pittards® Armor-Tan® WR100X® Goat Skin Leather. Because of the fiber structure unique to Goat Leather (compared to Cow and other types), the leather is naturally more durable and breathable. The unique Armor-Tan® treatment uses microscopic ceramic coatings on the individual leather fibers to enhance abrasion resistance and durability of the leather. High-performance Pittards Armor-Tan® WR100X® leather provides HIGH ABRASION RESISTANCE PERMANENT WATER RESISTANCE
SUPERIOR SWEAT RESISTANCE PERFECT SOFTNESS
PITTARDS
®
Throughout its 185 year history, Pittards® has been at the forefront of leather tanning and raw material procurement. Known for extremely high standards and quality products, Pittards PLC is a premium supplier of high performance leather to the world’s leading brands of gloves, shoes, luxury leathergoods and sports equipment.
hmlFIT
Although water is prevented from getting in, WR100X® leather is still breathable and will allow perspiration and air to pass through the fiber structure, keeping the foot cool and comfortable. As every fiber of the leather is coated, no additional conditioning is required. Ordinary leathers take over 24 hours to dry and are usually hard and prone to cracking. WR100X® leather dries in around 6 hours, and is as soft and supple as on the first wearing.
hmlFIT
hmlFIT. Created through close collaboration with professional athletes and technicians, hmlFIT encourages a tuned performance fit focused on comfort, balance and protection.
FORM also features upper and lining leather that has been tanned using the WR100X® process. This unique process has been specially engineered to offer improved permanent water resistance properties.
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DURIUM
3Di
DYNAsymm
hTCS
hGRIP
DURIUM. Using high quality materials and reinforced components we create products that last. Designed with durability in mind, hummel teamsports footwear encourages maximum performance without compromise.
3DI. Dispertion, Diffusion, Direction. Unique dual density midsole design and material Disperses shock on foot-strike while Diffusing impact and managing energy Direction. Improved comfort and responsiveness.
DYNAsymm. Created to support natural active motion, DYNAsymm is engineered to balance dynamic asymmetrical forces for improved stability and performance.
hummel Temperature Control System. hTCS footwear construction uses select material and construction methods for increased breatheability and thermal property management.
hGRIP is grip. Using traction elements specifically designed to enhance maneuverability and control, hGIRP maximizes performance by controlling surface contact and response.
SS12 BASE R01-001
- REALFIT™ last - Full Sockfit - High tensile stretch upper - Nylon X-strap system - Elastic heel strap - Reflective details - 4mm Ortholite® sockliner - High abrasion rubber - Zero-drop construction - 9mm Forefoot/heel stack height
SKU
R01-001M01
R01-001M02
COLOR
BLUE/WHITE/BLACK
SILVER/GREY/BLACK
SIZE (US MENS)
8 — 12
8 — 12
WEIGHT
7.9 oz / 225 g
7.9 oz / 225 g
IS! GCORN LAACOTPAMPTORAS DE ZA WER PO
VISITA WWW.POWERFOOTWEAR.COM Y REGÍSTRATE EN LA COMPETENCIA INTERNACIONAL DE FÚTBOL DEDOS DE POWER
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FORM R01-002
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The Directive Collective +1 647 802 3472
- REALFIT™ last - Pittards® Armor-Tan® Goat upper - Pittards® WR100X® Sheepskin lining - Asymmetrical lacing - Anti-slip microfiber heelpad - No-tongue design - Elastic heel strap - Reflective details - Ortholite® sockliner - High abrasion rubber - Zero-drop construction - 9mm Forefoot/heel stack height
SKU
R01-002M01
R01-002M02
COLOR
BLACK/WHITE/BLUE
NATURAL/BLACK/RED
SIZE (US MENS)
8 — 12
8 — 12
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THE DIRECTIVE COLLECTIVE / ABOUT It’s easy to think a creative project is all about meeting design, time, budget and market needs. But there’s more. All projects play an important role in the strategic direction of a brand, company or product. Not just product design. Not just giving “creative direction” for others to do the work, but being creatively involved in all aspects of the product to focus the direction of the brand. This is The Directive Collective.
About
Richard Kuchinsky
Awards
Richard Kuchinsky is the Principal, Owner and Directive Creator of The Directive Collective.
2013 Core77 Design Awards Notable, SKORA CORE 2013 Gear Junkie OR Show Best in Show, SKORA Phase-X 2013 ISPO BrandNew Finalist, SKORA SS13 Collection 2011 FPO (For Print Only) Award Winner, Letterpress 2007 Volvo SportsDesign AWARD Nominee, Personal Design, at ISPO, for hummel 8.4 PIO FGX 2006 Silver Papyrus Award for hummel 2007 Football Catalog design/printing 2005 Nominee for Footwear Collection of the Year, Global Sportstyle Award, ISPO 05 2005 Nominee for Designer of the Year, Global Sportstyle Awards, ISPO 05 2001 LG Electronics Design Competition, Honorable Mention, connecTOUCH 2001 Life By Design Competition sponsored by Dupont Canada, Finalist, THIN Kettle
Directive Creator
Unlike most footwear design consultants that only provide raw design, The Directive Collective offers integrated product and brand design services. Because of our unique integrated approach to design, branding and development, our workflow can maximize the efficiency of resources to deliver a comprehensive package of results in minimal time. We work with our clients to learn, understand and develop their brands through a strategic creative process. From initial strategic planning consultation to final specifications, the most important driver in our work is the development of a cohesive, branded approach. A full selection of services are available either as a custom package or individually, depending on the specific client and project needs. What makes The Directive Collective unique, is the integrated and strategic approach to all aspects of the product creation process. While many design offices have a set menu of services or pre-packaged solutions, we prefer to carefully craft a bespoke approach for each client to keep projects focused on key goals and targets. From start-up brand to multinational sportswear giant, we custom tailor each project brief to provide a balance of creative and strategic services that is in keeping with the focus and direction of the brand and individual project. Working in tandem with existing in-house resources, suppliers and product lines, The Directive Collective will ensure a smooth product integration and handoff of final deliverables and samples.
“
Viewed holistically, our services are designed to overlap and compliment your needs to provide a seamless workflow. We can also develop brands from the ground up, establishing new business, creative, and positioning strategies and product. For each unique problem there is an unique solution. The Directive Collective is based in Toronto, Canada and works with an international selection of clients, colleagues and suppliers. The Directive Collective 31 Brock Avenue Studio Nº 106 Toronto, Ontario M6K 2K9 Canada info@directivecollective.com +1 647 802 3472 www.directivecollective.com
With an extensive experience of over 12 years in the footwear industry and a cummulative total of more than 700 days in Asia, he has driven the creative design and development process focused on integrated branding and innovation. Most recently, Richard was Footwear Department Manager for hummel International A/S based in Aarhus Denmark and is credited with developing the Footwear Product DNA Strategy and company-wide “Character” concept. www.hummel.dk Richard is also the creator of First Pullover, the premiere industry footwear resource blog offering a unique insight and perspective to the design/ development process from footwear concept to production. www.firstpullover.com Richard is also highly involved in design education and advocacy, lecturing and leading workshops on design practice, innovation and strategy. He is currently a contributor, mentor and moderator at Core77 and is also the founder of First Pullover, the premiere footwear design resource blog. Richard was previously the Chair for the National Design Collections Committee. Richard believes that good design does not exist in a contextual vacuum, but rather, it is the personality of the brand that serves as the foundation for the emotional relationship between object and owner.
Honors & Mentions
Press ARENA Homme+ GQ FHM Euroman M! Mann Sportsfan YRB SneakerMarmalade Wired Popular Mechanics Men’s Health Footwear Insight Running Insight
Luxist.com Trendhunter.com Coolhunting.com 7inch.dk Core77 Studio Bullits Core77 blog Businessweek Innovation Hypebeast.com Competitor.com notcot.org Core77.com Gear Junkie SGI Intelligence SGB Weekly
Featured Clients EPM Exhibits for GE Research Center USA Etonic USA hummel Denmark Knowledge Cotton Apparel Denmark mashii Saudi Arabia Pelé UK Power Athletics Canada Proper Course & Co. USA Rome Snowboards USA Royal Elastics USA SKORA USA Spira USA Umbro UK
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www.directivecollective.com
Studio Services Guide & Selected Works