Six young and creative AMFI students were given carte blanche to create a new sub-brand with support from the denim industry. Together AMFI Denim and the House of Denim Jean School created KAPOW, the result of their combined powers.
“This project fits the reality school concept that we have at AMFI – 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” says AMFI’s director Souraya Bouwmans-Sarraf.
Alberto and his team at Candiani Denim provided the students with access to their state-of-the-art denim fabrics. Martelli, Europe’s textile finishing laundry opened up the doors and allowed the students to experiment freely. This led to entirely new techniques of treating denim fabric with heat and color lasering, adding textures and wild prints – all representative of the effervescent spirit that embodies the super power that is KAPOW.
Diesel staff facilitated the project and partners shared milestones in the process via tumblr, the microblogging and social networking site from Yahoo. ‘Having Nicola Formichetti comment positively on the early ideas was a huge boost of confidence for the students’ says Jo Watson, AMFI Branding teacher. The last piece was picked up from the airport hours before deadline, which a Martelli finishing specialist had assisted to complete by working during his shift breaks.
The launch party to kick off the weekend-long trade fair was hosted at byAMFI, catering to the VIPs of Amsterdam’s denim glitterati and a group of international denim gurus including Adriano Goldschmied. To quote Vladimiro Baldin Director of Product Development & Style Coordination at Diesel: “You guys are the future.” The students took this bull of an extracurricular project by the horns and can now relish in their successful industry collaboration.
Zana Josipovic, Siv Norland, Sebastian Pleus, Dymphe Smit, Gerjan Vloedgraven and Laura Wagemans were given a heavy load of responsibility, but they’ve earned much respect by being willing to take such big risks. Literally the center of attention of the exclusive Kingpins Show, their work has seen many inquisitive vendors and garnered international press. Tonight at Blueprint the team will round off this week of Amsterdam Denim Days and celebrate the coming to life of KAPOW ‘The Unstoppable’.
Read the press release in Sportwear International about the project.
Text by Kimberly Waldbillig; images by Zana Josipovic and Siv Norland.