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Presenting AGI Denim's partnership with the innovative Abrand! A limited-edition capsule styled by fashion icon and model Josephine Skriver. We sit down with Par Lundqvist, Creative Director Threebyone and co-founder Neuw, to discuss this exciting collaboration.
How did the collaboration come about?
We built Abrand by creating a community of young influencers. Josephine Skriver (Jojo) is the biggest one we have worked with to date. She is so global, just like the brand. Born in Scandinavia and lives in the US, she is always travelling as a fashion icon, but more importantly she loves music, music festivals and hanging out with her friends; a perfect Abrand ambassador!
How was it working with Josephine Skriver?
She was amazing. Such a lovely spirit, positive, always smiling and laughing. She was a dream to work with. It was quite awe inspiring to see her step into the photo studio and do her thing, such a professional!
What were the best parts of working on this project?
The experience of working and becoming friends with Josephine and her crew in the States. The images we produced were super high quality which has made the team very proud. Great to also see a little Australian brand now branching out globally.
What would you say were the most difficult parts of executing such a project?
Timing was tricky. Jojo has a crazy schedule. So getting all lined up in the States to produce the campaign from OZ was the hardest thing. Once the team of photographer, studio, styling and stylists and all the image production crew were locked in, it all went very seamlessly.
What has the reception been to this capsule collection?
We create these capsules with two objectives in mind;
We designed this capsule collection primarily with objective number one in mind, but needless to say we also wanted to drive sales of the capsule products. The sales result came in slightly shy of our lofty goals. But, that doesn’t really bother us since we have increased our business through own channels with 150% against last year!
So, all in all we are super happy.
Are you planning any more capsule collections for the future?
Absolutely. Abrand is all about collaboration. We have another partnership designed ready for next range coming out in July 2020.
Why did you choose AFGI to make this collection?
We wanted to build a relationship with AFGI because they have the skill and know how to make good products. They also care about relationships that last more than a few seasons. Even though our relationship with AFGI is in it's infancy, Ahmed and Hasan were keen to work on this project, because they are honestly interested in products and brands. The commitment to the program, the ability to make a customized product is no easy feat, so we needed a business that had the passion and ability to get the job done, on time, and on budget.
What was your experience of working with a Pakistan based company?
Working with AFGI as a company, they make good products and everything is in one location; great mill, great factory and great laundry. Also they are investing in the right things - female empowerment and sustainability, so I’m very happy to be here. People are friendly, hospitable and easy to work with and Karachi has some really nice restaurants.
You can check out more of their amazing collections on the Abrand website.
