Stefanie Tschirky, a student from the Royal College of Art in London, has won the Future of Denim Branding Competition, a contest organized by international retail branding and information solutions business Avery Dennison RBIS and Arts Thread, a professional digital platform that connects students, graduates, institutions and industry in the field of design. The competition, launched in October 2014, searches for the most forward thinking and creative branding solution for denim to set new standards within the industry.

The winner of the Future of Denim Branding Competition, Stefanie Tschirky, was selected from a shortlist of 11 design students from around the world. Her winning project is called “Your Story – Your Denim” and focuses on telling consumers the origin story of their jeans by including custom details like the name of the seamstress who fashioned the textile or the distance the denim travels from creation to display in-store. The denim also comes affixed with a sealed test glass containing how much fiber of cotton was used to produce the garment.

The panel of judges that selected Tschirky’s work is comprised of Adriano Goldschmied, “the godfather of denim”; Kristina Szasz, denim design director of Karl by Karl Lagerfeld; Jonathan Cheung, senior vice president at Levi’s and Matt Abbott, vice president men’s denim at Calvin Klein, among others.

As a prize, Tschirky will get the chance to bring her design and branding to life through an internship with the Avery Dennison RBIS creative team in London and Los Angeles. The Hirdaramani Group, Sri Lanka-based apparel manufacturer, also participates in the process.

Tschirky's project has been awarded with an internship at Avery Dennison RBIS
Tschirky's project has been awarded with an internship at Avery Dennison RBIS