World Famous Boxing Brand Designer Interview

Recently, Everlast-- has nearly 100 years of American boxing and sports leisure brands, and has held a grand publicity campaign to announce its official landing in China. Everlast boxing equipment and fitness products are well known all over the world. Fashionable sportswear sportswear and footwear are also widely pursued. In March 2008, Everlast will open the first batch of stores in Shanghai, Beijing, Dalian, Harbin and other large and medium-sized cities throughout the country, and plans to break through 100 by the end of next year. The Everlast brand was born in Bronx, New York. The brand was originally built from swimsuit making. In 1910, 17 year old Jacob Columbo dissatisfied with the durability of swimsuits at that time, so he began to make his own clothes to ensure their continuity, and called it "Everlast". As a result, Jacob Columbo opened the first store for sportswear and sports equipment. In 1917, young boxing player Jack Dempsey recommended boxing to Jacob Columbus, inviting him to design enough guards and gloves to withstand 15 fierce boxing matches. In 1919, Jack Dempsey won the heavyweight champion of the world with them. Everlast is famous. In the past hundred years, the history of Everlast brand rich boxing has made it the "choice of warriors", which is loved by many famous boxers in the world, including Mohamed Ali. Nowadays, the Everlast brand trend is popular in Hollywood, and is favored by celebrities like Eminem, Clint Eastwood and so on. In action movies such as Ali and loky 6, Everlast has been shown as a global brand of clothing and equipment, while women's products are shown in the movie "million treasure" starring in Hilary Swank, Video Invisible in Ashlee Simpson and American Idol. Everlast is also an essential brand for international celebrities such as billiard star Jeanette Lee, Korean pop star Lee Jun Ki, actor singer Simone and so on. The famous host David Wu will also wear Everlast in the big challenge broadcast this autumn. Everlast is also loved by the NBA and NFL dance teams in the United States, including Denver Nuggets cheerleading, New Jersey nets cheerleading, Orlando magic cheerleading and Washington Red Leather cheer squad. In China, Everlast has an international design team for young consumers in China. We interviewed Mr. --Itamar and MS. Amy, the two leading designers of Everlast, and discussed the design concept of Everlast2008 dress series. Designers say that Everlast is a global brand. How to integrate Everlast's brand spirit of "superior, persistent, unique and trusted" into China's sports casual wear market is a great challenge. After studying fashion design in Marangoni, Itamar worked as a stylist and designer in Milan for 12 years. He designs many high-end male brands, such as D&G, Ports, BMW apparel and so on. Amy's sportswear experience is exactly the same as Itamar's high-end design route. She once worked as a street soccer designer Calle Soccer and high-end men's fashion leisure brand The Entity. The following is an interview with Q. Q: what kind of people will wear Everlast? How to locate your Chinese consumers? Itamar: wearing Everlast is the embodiment of individuality. Our products are mainly oriented to young people who are determined, fashionable, active and tough. They dare to show themselves and be themselves. In the Everlast product series, they can find these personality traits they are pursuing. Everlast is a real self brand, which is more than any other foreign brand. Everlast sportswear combines Chinese rich history and cultural connotation, and provides Chinese young people with the desire to wear and want to find true self and personalities. Is Q: Everlast just a brand name for boxing? What other activities are suitable for it? The brand of Itamar: Everlast conveys the belief in striving to achieve personal goals, not just boxing. It represents 4 values: superiority, perseverance, uniqueness and trust. These 4 values are embodied through brand clothing, and more importantly, we want our consumers to be more confident, energetic and create a more positive life. Q: talk about the new product series in 2008. Itamar: we have designed two product lines, spring summer series and autumn winter series for 2008, which are based on Everlast's superior, persistent, unique and trusted brand value. We will have a boxing legend series using the traditional color tones from the United States: red, yellow and gray. The other two series will be flexible and change every year. 2008 spring and summer series are specially designed for Chinese consumers, including boxing legend, neon phantom and street wave three series. What accessories are being launched by Q: Everlast? Itamar: now our accessories are mainly footwear. There are many different colors to match our clothes. Later we will add bags, belts and other accessories. Q: how should consumers choose Everlast clothing? Amy: our clothing is very comfortable, can be worn everyday, suitable for sports and street recreation. Some sporty and informal clothes are also suitable for work wear. Itamar: our design idea is that consumers will buy the whole set of matching, of course, the right to choose is in their hands. Our single product is also very good. Q: as a designer, how do you combine your experience with the style of Everlast? Amy: has a strong sports style because of its long tradition of Everlast sports. The most important thing is to balance our design attitude with the brand tradition. Q: how did you do that? Will you find inspiration from Everlast's design in other countries? Amy: we learn from Everlast's experience in designing the most successful markets in the world, including Korea, the United States and Italy. We design the brand value of superior, persistent, unique and trusted into sports leisure series, and express the spirit of "Greatness is within". As an Asian country, we refer to many Korean products. We think they are very suitable for Chinese market, especially for the use of color and pattern design, which fully embodies the brand's tradition and spiritual connotation. Itamar: in every country, the Everlast product family has its own unique style. The challenge is to combine the boxing tradition as the core of the brand with the design of different markets in the world. What we need to do in China is to maintain the tradition of boxing and integrate into the design elements suitable for the local market. Q: how do you balance the characteristics of Everlast sports and fashion? Itamar: with the development of China's fashion concept in recent years, sports and leisure have become a part of fashion lifestyle. Most Chinese consumers do not buy sports clothes to go to the gym. They buy sports suits or t-shirts for everyday fashion and casual wear. The Everlast brand provides a series of sports and leisure styles for Chinese consumers, which is more fashionable and avant-garde than other similar brands. At the same time, there are a series of training costumes to meet the needs of people who pursue healthy and active lifestyles, so that they feel more confident, release pressure, and feel comfortable. What is Q: attracting you to design Everlast China products? What are the challenges? Amy: for me, as a designer of Everlast, I first need to take into account Chinese consumers, their attitudes and deep cultural background. In turn, this brand is very personalized, so I must turn the brand value into a form acceptable to consumers. For me, this is a great challenge. I feel very stimulating. We hope that Everlast will bring individual support to consumers who wear it. Itamar:'s main attraction for me is to see that this international brand has sprouted in the Chinese market. Young people in China are very excited to express their unique personality through their behaviors and costumes, and have the opportunity to inject their inspiration into this Centennial brand. How can Q: make Everlast brand more suitable for Chinese consumers? Itamar: Everlast coincides with the long history and cultural accumulation of Chinese martial arts, and also satisfies the desire of contemporary Chinese youth to express their individuality. When we design a product line for Chinese consumers, we will consider various factors, such as body characteristics and color preferences. We will also consider some cultural elements, such as slogans or color associations. By observing the consumers, I am also a consumer myself, and I get inspiration from the things around me, so that the core value of the brand can be expressed in the way that Chinese consumers can understand and love. We want people to choose Everlast and consciously choose a way of life, not just because it is a new brand. Everlast2008 spring and summer new products will provide Chinese consumers with unique product lines with excellent quality and outstanding personality. Q: as a designer, your job is to create Everlast's product line. How do you balance your creativity and brand characteristics? Amy: I don't think there are any restrictions. Everlast brand fits well with the needs of Chinese consumers, and it is Everlast's brand structure and characteristics that give me most of the design inspiration. Itamar: as a designer, on the basis of the established structure and foundation, I tend to have more free design space. It is difficult to design abstract things. I combine the core value of the brand -- superiority, persistence, uniqueness, trust and its boxing tradition, and integrate these elements into the core product, expanding the style of the product series to meet the needs of consumers expressing their individuality. We are very pleased that Everlast has gradually established the brand image of "Greatness is Within" in China.