Impression from the Kapow presentation
Impression from the Kapow presentation

13 May. 2014

Denim VIPs pitch in to AMFI’s Kapow Project

The Amsterdam Fashion Institute (AMFI) presented its new Kapow Project during the Denim Days and Kingpins events. The Kapow Project is collaboration with top denim industry players such as Diesel, Candiani Denim and Martelli. A special lecture by denim expert Adriano Goldschmied prior to the launch of the new brand and project also spoke highly of the work done in the project.

The project involved six AMFI students – Zana Josipovic, Siv Norland, Sebastian Pleus, Dymphe Smit, Gerjan Vloedgraven and Laura Wagemans who were given free rein in creating a new brand and project under the supervision and support of the three denim industry specialists. These students created the brand concept, designs and prototypes, reflecting alignment of AMFI’s three fashion areas of design, management and branding. The project originated from this golden triangle of top Italian denim players who all support fresh talent and innovation.

Kapow denim bomber
Kapow denim bomber
“This project is in keeping with the real-world concept we have in place at AMFI – with students working in an interdisciplinary team together with industry. It has been a great experience for the students and the feedback from industry has been fantastic,” said Souraya Bouwmans-Sarraf, Director of AMFI.

“Our partners have been overwhelmingly generous in sharing their knowledge and expertise with us to bring Kapow to life,” added Chiles, Coordinator Fashion & Denim Minor, AMFI.

During the project Candiani Denim contributed denim fabrics, Martelli opened up the doors of their textile finishing laundry and allowed the students to test their projects, while Diesel staff facilitated the project and partners shared milestones in the process via tumblr, the Yahoo microblogging and social networking site.

“Having Nicola Formichetti comment positively on the early ideas was a huge boost of confidence for the students,” commented Jo Watson, an instructor in the Branding Department at AMFI. “You guys are the future,” added Vladimiro Baldin, Director of Product Development & Style Coordination, Diesel.

After its debut inside AMFI’s own store on the evening of May 6 just before Kingpins opened, Kapow was presented at The Kingpins Show, held at Westergasfabriek’s Gashouder hall among select, premium vendors.

On the same day of the launch of the Kapow brand, on the morning of May 6, long-time industry expert Adriano Goldschmieud started things off with a lecture, talking before AMFI students. He talked about himself, his career and his many years of experience working in the denim world, and answered questions.

Guests at the Kapow project launch, including Adriano Goldschmied and Vladimiro Baldin (Diesel)
Guests at the Kapow project launch, including Adriano Goldschmied and Vladimiro Baldin (Diesel)

Maria Cristina Pavarini

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