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VF Corp Opens Design Collective and Regional Office in Tokyo
The owner of brands such as Timberland and Vans, among others, has announced the launch of the Tokyo Design Collective alongside an office in the city's Harajuku district to boost its creative reach
According to the company, the mission of Tokyo Design Collective (TDC) is to "reinforce VF’s commitment to infusing aspirational Japanese product design and craftsmanship into its iconic global brands". To that end, it will have an in-house design team and a network of freelance designers, artists and Japanese brands. Additionally, it will host a 'Design in Residence' programme meant to serve as a talent incubator for designers to work with the corporation.
"Our TDC and brand teams in Japan are incredibly excited about our new home in the heart of Harajuku and the role it will play to drive a global brand halo through what we call our 'Japan for Japan for the rest of the world' strategy. We will use this new centre to inspire new design concepts that not only connect with the Japanese consumer but will translate and gain traction in other global markets as well", commented Mitch Whitaker, President of North Asia and Tokyo Design Collective.
The group added that the TDC's design studio is already working on several new projects across VF's brand portfolio, many of which already in the pipeline to be released this year. "We look forward to taking advantage of the incredible design talent and commitment to Japanese craftsmanship these teams will enable, as well as the valuable consumer insights we can capture in this trend-setting market to accelerate growth in Japan and markets around the world", concluded Lance Meller, Global Brand President of Dickies.
Source: World Footwear