YOUTH VOTES FOR PEACE capsule collection by tetiana khvorostiana for syndicate originals
CW4, Computel tools 2 BA Fashion Marketing and Communication, Level 5 by Tetiana Khvorostiana teacher: Nicolas Godon 1
INDEX.
BRAND PROFILE • page 3 TARGET, COMMUNICATION • page 4 COMPETITION • page 5 INSPIRATION • page 6 THE NEW COLLECTION – WHY? • page 7 WHEN & HOW? • page 8 THE EDITORIAL LOOK • page 9 THE MODELS • page 10 THE LOOKBOOK • page 11 THE WEBPAGE/BLOG • page 12 REFERENCES • page 13
syndicate 2originals
m BRAND PROFILE
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yndicate is an authentic Ukrainian brand, found in 2010 by the talented Anton Abo, a proud citizen of the land of the cossacs – Ukraine. He found out something completely new and inspired by the Canadian forests, Scandinavian perfection and the mighty Ukrainian soul – Syndicate streetwear.
ABOUT
We are inspired by Ukrainian folklore, Scandinavian minimalism and American heritage which in itself is a merger of many cultures Collaboration with wellknown artists, illustrators and designers allows us to treat street style in unique and fresh way. Continuous search for new solutions and our unique technical equipment allows Syndicate to achieve the best balance between design, functionality and quality. Syndicate limited edition clothing and accessories are produced in
Ukraine with European fabrics. Throughout our existence, our goal was to create something unique and at the same time simple. We wanted to prove that Ukraine is a country with the potential to create a quality garment production and basis for the formation of a completed brand. Abandoning unnecessary details and selecting worthy material we produce universal clothes for the city, which retains the simple cut and constant quality. We are growing, but stay true to the traditions.
minimalism • heritage • design • traditions • ukraine
COLLECTIONS
Since trhe 2010th, Syndicate is the mainplayer on the Ukrainian streetwear market. The clothing are simple, yet have a personality. Also, the prints are highest-quality, having their printing factory situated in the city center. After their first few collections, the brand started making collaborations with the most influencial young designers
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like Sasha Kanevski and Masha Reva. Afterwards, a spanish graffiti artist made a capsule collections with t-shirts for Syndicate – that was a true boom. Now, Syndicate is continuing to make collaborations with ukrainian and international designers and brands, which included a collaboration with Adidas Originals.
When it comes to the target market, we have a percise profile of a consumer of Syndicate. The man of the brand is a graphic designer, event planner or a tattoo artist, who definately wants the latest motorcycle or has a dream to sail away for his working place, as nothing can
Regards the communication – Syndicate is very exclusive. They do not have advertisements on websites or in magazines, however they sponsor a few events, including collaborations with the first barbership, Firm, Don’t Take Fake, food and clothes market, which is popular within
tame his crave for adventures and the beauty of nature. He knows when there is a launch of a new Barbour and Redwings collection. His girlfriend works in a coffeeshop as a barista, that is interested in coffee as a culture and a way of leaving. And their beagle has its own instagram.
the artsy poeple of the capital and their Syndicate Market, which was launched when the brand was celebration its 3rd birthday. Also, as Syndicate has its store in Russia, too, they support a band with 30k listeners on Last.fm, called On-The-Go.
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TARGET
COMMUNICATION
Syndicate was the first recognizable swtreetwearbrand in Ukraine, which is said for sure. After that, the competition started. There are more and more competitors every year. However, Syndicate has a competitive advantage over
all of the brands – the quality, branding and its identity, based on minimalism, nationalism and heritage. The strongest competition on the markeet are brands like: Symbios Clothing and Ditch Clothing.
DITCH CLOTHING
COMPETITORS
SYMBIOS
Ditch was originated in Kiev in 2012, the year when all the local streetwear brands were on their peak. Their differentiation is the logo on every garment and the youth awereness, as they support skating events, as well as the skateboard area, Gavanb. They produce plain t-shirts, shirts and hoodies with prints and typography. Often, they are a guest on festivals and pop-up events. The prices are okay for the quality Ditch is providing. The target market is the same as for Syndicate – young people, teenagers. They do not have advertisements on the internet, they are mostly about product placement in commercials and on social media of their market.
Symbios clothing is another brand, that is similar to Syndicate. The name is quite misleading as it looks like «Syndicate», too. It is all about street culture, graffiti and travels. They sell print t-shirts and bracelets. Their target market is mostly the youth, as their prices are lower, then the ones for other streetwear brands. They can often be seen on skater and bicing events in the capital itself. However, the brand doesnt have a consistant collection and a percise date, when the collection is coming out. The collections are distributed online and in stores like Kapkan and Lavina, that are situated in the center of the city.
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THE INSPIRATION:
YOUTH VOTES FOR PEACE COLLECTION by syndicate originals
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YOUTH VOTES FOR PEACE by syndicate originals
WHY?
(does it vote for peace) It all started with the Euromaidan protests in the center of Kiev, Ukraine. «Euromaidan» is the name if the anti-governmental protests that began on the 21st of November, 2013. The first, surface reason for the protests was that President Yanukovych had rejected a deal for greater integration with the European Union, taking a 15 billion dollars bailout from Russia instead. Lots of Ukrainians had wanted the EU deal, partly beause they thought it would help Ukraine’s deeply troubled
economy and they saw closer ties with Europe as culturally and politacally desirable. And secondly, the deeper reason is that most of the people saw Yanukovych corrupt, autocratic and a marionette of Putin. Over the monthes followed, Yanukovych tried to break up the protests, first by sending in the riot police, «Berkut» on the students, that were standing on Maidan without any violent intentions and then, passed a series of laws that severely restricted Ukrainians’ basic rights of speech and assembly.
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In February, the protests expanded to more areas of the capital, a lot of people got kidnapped and killed by the police, which was curated by the president himself. The President escaped in the end of February, having the parliament vote to remove lots of his powers and end the crackdown. The ones, who were the first ones to speak out and create Euromaidan wes the youth and the students. They had a clear mind and the right vision of things that are happenening in the country.
HOW?
(does it vote for peace) Syndicate is creating a collection, that will show the people all around the World, that the youth is still aware of the war we are having and that it wants to stop all the violent actions that have been happening throught the year.
YOUTH • WHITE • PEACE The base is the trasparency of the youth and the white color for peace. The whole collection will be as basic and clear as possible – white shirts and t-shirts for men and the same white button-uo shirts and shirt-dresses for women. It can be mixed with the most internationalstreetwear brands, like Comme des Garcons Play, Barbour, Stone Island, CP Company, Acne Jeans, Patagonia and Circle of Unity. Why so? As a sign, that Ukraine can be a part of something big, more than just brands all over the world.
When? (to expect)
21th OF FEBRUARY The collection is expected to arrive on the day, when the ex-president of Ukraine escaped the country – it was the first win for the people, who went to Maidan and started the revolution. Thats the reason, why the launch of the collection is expected on that appropriate date.
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PART 2. EDITORIAL The editorial has a few key words to it: simple, black and white and classy. The purpose for the colours is more to FEEL the collection, than to actually LOOK at it. The focus is going to be on the white collars and the eyes of the models.
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WHO?
(the models themselves) As the concept is to be a truely Ukrainian brand, the choice in models will be that they will be originally Ukrainian, with a strong face structiure and fierce facial features. Also, they are young and free, just how we want the collection to be percieved.
ANNA BOGDAN EVGENIYA SKVRSKA ANNA ZOSIMOVA
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THE LOOKBOOK The lookbook of the collection will be distributed in all of the SNDCT stores around Russia and Ukraine and the events. The cover will be powerful, including the photograph of one of the days on Maidan. The further pages will have photos of Maidan events on
the background and on top of them have the lookbook images of models, focusing on the strong features of the models appearences and the clothes themselves. The pages are in a square format.
YOUTH VOTES FOR PEACE capsule collection by syndicate originals
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THE WEBPAGE The puprose of the website is to show the readers and the followers of the brand how it was for real: the steps of the Revolution, aka Maidan. There are percise steps of the Maidan, the opinions of the youth and the weapons user in the Revolution.
THE TITLE
SCREENSHOTS
Start your journey here: sndctvotesforpeace.wordpress.com
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REFERENCES FURFUR, (2014). Легальный синдикат: Интервью с создателями марки Syndicate. [online] Available at: http://www.furfur.me/furfur/all/heroes-furfur/139349syndicate [Accessed 4 Dec. 2014]. Kyivpost.com, (2014). KyivPost . EuroMaidan Revolution. [online] Available at: http:// www.kyivpost.com/hot/euromaidan/ [Accessed 2 Dec. 2014]. Sndct-commune.tumblr.com, (2014). Syndicate Original. [online] Available at: http:// sndct-commune.tumblr.com [Accessed 29 Nov. 2014]. Vk.com, (2014). ★ SYNDICATE ★ | VK. [online] Available at: http://vk.com/syndicate_ clothing [Accessed 30 Nov. 2014]. World Affairs Journal, (2014). Euromaidan: Ukraine’s Self-Organizing Revolution. [online] Available at: http://www.worldaffairsjournal.org/article/euromaidanukraine%E2%80%99s-self-organizing-revolution [Accessed 3 Dec. 2014]. ГАЗЕТА.РУ И РАМБЛЕР ИНФОГРАФИКА, 2. (2014). Хроника «евромайдана». [online] Gazeta.ru. Available at: http://gazeta.ru/politics/euromaidan [Accessed 4 Dec. 2014]. Стефурак, І. (2014). Just do it: 5 українських брендів одягу – Inspired. [online] Inspired. com.ua. Available at: http://inspired.com.ua/style/5-clothing-brands/ [Accessed 6 Dec. 2014].
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