Winner of Design Competition Helps Consumers Uncover the Story Behind Their Denim

Press Release

March 31, 2015

ARTS THREAD and Avery Dennison Apparel Solutions Congratulate Stefanie Tschirky on Winning Entry

– Selected from a shortlist of 11 talented design students from around the world, ARTS THREAD and Avery Dennison Apparel Solutions announced today that Stefanie Tschirky from Royal College of Art UK is the winner of the Future of Denim Branding Competition—a contest designed to challenge the way the industry thinks about denim branding. Tschirky’s winning innovative design transforms the story of denim from a textile that is manufactured and mass-produced to one that is crafted with care.

Tschirky’s winning project, entitled “Your Story – Your Denim,” examines the origin story of denim before it reaches the hands of the consumer. The once-upon-a-time of Tschirky’s denim design begins with custom details like the name of the seamstress who fashioned the textile. Other details include the distance the denim travels from creation to display in-store. Taking the story concept even further, the garment also comes affixed with a sealed test glass containing fiber of the cotton used to produce the denim jeans. The rest of the story is for the wearer to tell.

An expert panel of judges including the ‘godfather of denim ’Adriano Goldschmied; Kristina Szasz, denim design director of Karl by Karl Lagerfeld; Jonathan Cheung, senior vice president, Levi’s; Matt Abbott, vice president, Men’s Denim, Calvin Klein; Bob Rijnders, founder, Butcher of Blue; Donna Ida Thornton, founder, Donna Ida; and Amy Leverton, director, Denim & Youth, WGSN scored the entries by creativity, aesthetic and innovation.

“Building a brand is one of the most challenging and satisfying things a designer will do in their career,” said Jonathan Cheung. “The ability to portray the brand’s character at a glance is a fundamental skill. It was great to see how all the entrants endeavored to tie emotional content to their branding and to see sustainability and social responsibility play an increasing role in defining a brand’s values. I’m delighted for Stefanie’s win and congratulate all the entrants for their work.”

As the winner of the competition, Tschirky will have the opportunity to bring her design and branding to life through an internship with the Avery Dennison Apparel Solutions creative team in London as well as Los Angeles, where the company houses its 15,000 square-foot state-of-the-art Customer Design and Innovation Center (CDIC). During the internship, Stefanie will develop and witness her designs travel through the production process - from artwork to sampling to the finished product on a pair of jeans, supported by our manufacturing partner, Hirdaramani Group. “I'm excited to win this competition for a number of reasons,” said Stefanie. “From the internship, to developing my denim branding concept even further, to gaining the opportunity to learn more about the innovation at Avery Dennison Apparel Solutions, to an exciting  trip to LA! It's an amazing chance and I still can't believe the panel of judges selected my denim branding concept.”

“Apparel Solutions strives to empower young designers to think about meaningful customer connections and branding in innovative ways, and we were impressed by the talent and creativity put forth by all of the emerging designers,” said Deon Stander, vice president and general manager, Apparel Solutions at Avery Dennison Apparel Solutions.

Katie Dominy, co-founder of ARTS THREAD, also applauded the young designers for successfully expanding their horizons in the field of design. “The competition pushed the up-and-coming designers into new territory past the basics of textile and apparel design, and each approached the challenge with a unique design perspective. We were amazed by the level of originality that these students expressed when looking at denim through a branding lens.”

Launched in October 2014, the Future of Denim Branding competition was created as a partnership between Avery Dennison Apparel Solutions, a global leader in apparel, footwear and industry solutions, and ARTS THREAD, a digital platform designed to connect students, graduates, institutions and industry exclusively in the field of design. Stefanie’s designs will be showcased at an exclusive industry event at the LA CDIC in July.

For more information about the competition and to view all of the entries, visit ARTS THREAD and follow the conversation on Twitter and Instagram at #BeyondthePatch.


ARTS THREAD is a digital platform designed to connect students, graduates, institutions and industry exclusively in the field of design. The Company was established in 2009 by Alex Brownless and Katie Dominy. Today, ARTS THREAD has over 30,000 student/graduate portfolios accessible through its site and has established relationships with well over 100 educational establishments worldwide, such as Hong Kong Design Institute, Royal College of Art London, Academy of Art , San Francisco, Pratt Institute, Central Saint Martins UAL, Istituto Marangoni, Domus Academy, ESMOD, Parsons the New School for Design. For more information, visit

About Avery Dennison Apparel Solutions

Avery Dennison Apparel Solutions, a global leader in apparel and footwear industry solutions, is a $1.6 billion division of Avery Dennison Apparel Solutions (NYSE: AVY). Avery Dennison Apparel Solutions provides intelligent creative and sustainable solutions that elevate brands and accelerate performance throughout the global retail supply chain. We elevate brands through graphic tickets, tags and labels, embellishments and packaging solutions that enhance consumer appeal. We accelerate performance through RFID enabled inventory and loss prevention solutions, price management, global compliance, and brand security solutions. Based in Westborough, Massachusetts, Avery Dennison Apparel Solutions responsibly serves the global marketplace with operations in 115 locations, 50 countries, across 6 continents. For more information, visit and follow Apparel Solutions on Twitter and Instagram @AveryDennison.

About Avery Dennison

Avery Dennison (NYSE:AVY) is a global leader in labeling and packaging materials and solutions. The company’s applications and technologies are an integral part of products used in every major market and industry. With operations in more than 50 countries and more than 25,000 employees worldwide, Avery Dennison serves customers with insights and innovations that help make brands more inspiring and the world more intelligent. Headquartered in Glendale, California, the company reported sales from continuing operations of $6.3 billion in 2014.  Learn more at

Media Contacts

Emily Spiegel
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Alicia Hart
Marketing Communications Manager - Apparel Solutions
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