22 Mar. 2010
WE X AMFI DENIM COLLABORATION BOWS MONDAYBeginning Mar. 22, denim will temporarily take over We stores, as part of a collaboration between the Dutch brand and students from the Amsterdam Fashion Institute (AMFI).
Students were invited to enter a design contest for a chance to place their jeans in We’s collection. Georgia Havekotte and Kurtwood Scott won the contest, and since then their jeans have been put into production. The jeans from the "Created by...for We" collection have a special logo and label.
Said Nicole Groeneveld, Director DBP at We Fashion: “We devote a lot of attention to fashion and education. We train our staff and enjoy collaborating with fashion academies. We believes that education is the only way to create a durable world and a We working environment. Hence the collaboration with AMFI. In so doing, We Fashion supports young talent and offers them a platform.”
Subsequently, the new jeans will bow in 18 We stores in the Netherlands, Belgium, Germany and France and retail for €69.95.
With approximately 230 doors and 3,000 employees, We Fashion will be opening its first shops in Austria this summer.
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