AMFI AMSTERDAM FASHION INSTITUTE

HAEGEONKANGPORTFOLIO

INDEX1 FOUNDATION2 REPUBLIC BIKE3 NORI JEANS4 WTX

INSPIRATION BOOKFASHION FOUNDATION

PROTOTYPE

STYLE BOOK

This is the development of a new clothing line for a brand, which does not yet include clothing in its product line, from concept to design and from design to production. The original project consists of five subjects; Concept Report, Collection Plan, Production, Supply Chain Manage-ment, Financial Plan. If you want to have a look, let me know.

CONCEPTRepublic Clothing is the alternative, yet an addition, to the singlespeed bike. The forms of expression between fixed gear and clothing may differ, but the result is the same. On the basis of surveys and targeted customer research, we are in the position to state that their demand, interest and willingness to purchase clothing of the bike‘s brand.

VISUAL GUIDE LINES

PRODUCT PLAN

COLLECTION PLAN

PRODUCTION

SUPPLY CHAIN MANAGEMENT

Based on market and trend researches, I came up with a Cradle To Cradle concept brand idea. The original project consists of Concept Report, Busi-ness Plan, Collection Plan, Bank Presentation and Shop Plan. If you want to have a look, let me know.

ConceptNowadays people agree that their demands outweigh the desirable supply nature is capable of; but they pretend to be too busy to change anything. The frameworks around us don`t leave too much space for any-thing but comforting consumption. It´s about time now for people to readopt a sense of rarity and respon-sibility that has been forgotten over the last century.

All it took to readjust our point of view was the catastrophe that hit Japan on March 11.

We intend to overcome the thought of being the last generation; we can-not longer take more than we give back. It´s a fascinating journey to wit-ness: considering waste as a valuable resource, closed-loop natural eco-systems and environmental perfor-mance as a source of value creation. In other words, being beneficial in the present and the future by fusing oceanic and botanic lifecycles.

TARGET GROUP- Sophisticated and urban men/ women

- 30-40 years old

- Mid- to upper income

- Young and responsible adults

- Proud of their family and job

- Role model for their children

- Think of the`tomorrow’

- On-the-go lifestyle

- Positive/ active/ educated/ critical

- Political aware

- Enjoy life and nature

- Strong relationships

- Willing to leave the ‘main road’

- Appreciate simplicity

- Expect transparency

- Willing to purchase in a responsible way

COMPETITORS

CRADLE 2 CRADLE PRODUCTION

NATRURAL MATERIALS

ECO ENERGY

NATRURAL INDIGO DYEING

OZONE WASHING

COLLECTION DEPTH & WITDTH & PRICE RANGE

Collection

The NORI DenimWomenA long sleeve cardigan made of medium weight Tencel C-Algae jersey with a ribbed hem, collar and cuffs. It features an overcut panel which gives it an extraordinary asymmetrical look.Fabric A: Algae Tencel C Blend 170cm x 150cm

Fabric B: Fusing 30cm x 150cm, Yarn Colour & Number: Clothing Seam 100, Overedging 120, Button-holes 30Buttons: Buttons 6 pcs, Fancy Label: Waistband, Care Label: Waistband, Size Label: Waistband

How to MeasureMeasurements:1. Waistband to Leg 36cm2. Hip 46cm3. Fly 24cm4.Crotch 12cm5.Waist 44cm6. Thigh 27cm7. Inner Leg 67cm8.Knee 16cm9. Hem width 17cm10. Pocket 7cm11.Leg 95cm12. Waistband Height 5cm13. Back 47cm14.Center Back 48cm15. Back extension with middle 13cm16.Pocket 17cm17. Pocket 13cm18.Pocket 9cm19.Side Seam to Pocket Top 2cm20. Side Seam to Pocket Bottom 4,5cm

Shop Plan

This project was a collarboration with other students from design and branding. We presented a brand concept and its products that reflects today’s Zeitgeist.

VisionTechnology is taking over

MissionBy exaggerating technology to its extremes, we make you aware of the society’s technological dependency. Embrace technology, depend intentionally.

Target GroupOur target group is female and aged in between 25 and 35. They are confident and social citizens of the world. With regards to their higher education they have a middle to high income. They are fashion forward trendset-ters with an extreme taste. This area of real fast technological chances is the area they grew up in, and they cannot survive a day without their smart phones, MacBooks and other gadgets.

StyleStyle hallmarks of our brand are geometric, bold and vibrant shapes; strict and clean, compositions with a dynamic twist and cold and impersonal color schemes. The mood will be distant and disturbing towards the absurdist.

F/W 2012/13 WTXA silhouette close to the body, at times strangely deformed or accentuated with piping or prints resembling muscle tissue trigger an association with vessels as well as wires. The prints mimicking circuit boards, cold grey tones and copper convey a feel of machinery and technology. The nude shades, skin tight pants and bodysuits create a feel for the biology of the human body. Human and machine melt in a strangely denatural-ized, still triggering metamorphosis. Technology is taking over the human body.

CONCEPTUAL BODYSUITLong sleeve bodysuit with a turtle neck. Stiff and sightly padded shoulder pieces create strong edgy appear-ance. An inserted piece in the waist for a visually smaller silhouette. Square cut outs in the back and the back of the legs for pulling through the wires of the head piece until the heels.

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