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Career in fashion: Debra Simoes Strategic Account Manager EMEA at The North Face

In this age of self-startups and e-tailers, the possibilities to carve out your own career in fashion have never been greater. From product design to seamstress and pattern maker, sales manager and PR/Social media account director, the choices of working in fashion are vast. However, a career in fashion does not always have to follow a single...

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At The North Face, innovation and conservation go hand in hand

Whether you’re high atop the Mont Blanc in search of breathtaking views or swooshing down an inbound terrain at Jackson Hole, we expect our outerwear to perform with serious insulation, no matter what altitude situation we are in. As any high-performance athlete, backpacker, trail runner our outdoor enthusiast will tell you, there is no such...

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Evolution of Kipling and its targeted push into travel

Kipling is best known for its innovative use of crinkled nylon, monkey mascots, as well its air of 90s nostalgia, since the accessories label was one of the biggest brands of the 1990s. However, in recent years Kipling hadn’t been evolving with the times, until Vera Breuer joined as global president. The Belgium- born brand has seen a revival as...

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Inside the VF office in Antwerp

VF Corporation is a global leader of lifestyle and workwear apparel, footwear and accessory brands, with a 120 years history. The Group opened a new sustainable office with showrooms last spring at The Link in Berchem-Antwerp. The new office is to support the growth of VF’s brands, with operations for Kipling® and Eastpak®, allowing the brands,...

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Napapijri is booming!

“I have just returned from Italy," says Anja Wijnja, Napapijri’s Store Manager at Batavia Stad Fashion Outlet. “I was attending a Store Managers Meeting, which is held twice a year. It's usually in Italy, but meetings have also been organised in Barcelona and Hamburg. Great fun and inspiring.” Italian brand Napapijri is an Italian premium...

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Icebreaker combines natural fabric and high-performance outdoor wear

The fashion industry is becoming increasingly conscious about sustainability issues, but one particular fashion category seems to be going in the opposite direction: outdoor wear. Polyester and polypropylene are consistently marketed as the ‘ideal technical layer’ but both fabrics are petroleum-based and synthetic, raising concerns about their...

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Timberland- Designing a brand with global appeal and local expertise

One of the most recognisable and popular brands in the world, premium outdoor lifestyle brand Timberland has truly universal appeal, with many people across the globe having owned a pair of its iconic yellow boots at some point in their lives. Recently, the brand has undergone an intensive Creative Vision project in which it looked back at its...

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Eastpak, a Maverick collaborator

When lifestyle brands collaborate with other brands it can be a union of entities that brings excitement and a boost to the bottom line. Marketing executives have long looked to the pairing of brands for invigoration, to reach new communities and generate buzz, yet for some companies collaborating plays a more intrinsic role and goes beyond the...

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How digital and social media campaigns can contribute to a successful brand re-positioning

It is just over a year ago that Belgian accessory brand Kipling embarked on a full 360 degree rebrand – a change which saw the implementation of a new creative vision, embraced under the leadership of a new management team. Under the motto Live.Light, the relaunch aimed to attract a younger customer, an ‘urban adventurer’ with a vibrant and...

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Onwards and upwards, the lofty peaks of The North Face

Last summer, The North Face launched its most iconic pop-up to date, a tiny store impossibly placed 2,100m high in the Dolomites, only reachable by trekking on foot. As part of its Pinnacle Project series, the leading American purveyor of outdoor goods has crossed many boundaries, mountainous or otherwise. TNF, as the company is affectionately...