In a contest that had Instagram’s denim community abuzz, AGI Denim’s collaborated with denim world’s Amy Leverton. The denim author, blogger and trend forecaster, Amy of Denim Dudes worked closely with AGI’s very own Product Development Director, and denim extraordinaire, Henry Wong in designing an astonishing jacket which one lucky Instagram user could win.
The contest was announced on Denim Dudes on November 1. Those interested in participating just had to follow AGI’s Instagram page DenimCulture and tag three friends in the comments section below the post. The winner was chosen through a lucky draw. Entries and excitement began to pour in for the beautiful jacket, with its unusual color palette and neon detailing.
In her post on Denim Dudes, Leverton named the jacket ‘Type 2.0’ because of its reflective tape and cool neon airtex detailing. The concept of the jacket was the brainchild of Wong, and the design process was executed by the AGI product development team. In addition to exciting design, its true to AGI’s commitment to sustainable design. Made from old jeans destined for a landfill—AGI used its PCW unit to do its magic and reincarnate discarded denim into material for the unique jacket.
Henry said he used ongoing denim trends as a starting point when designing. After sketching, he spent a lot of time on fabric analysis. The jacket’s unique color had its own process—the material was stone washed to a light, alluring shade, before being dyed over with neon garment dyes. It is important to note that the material and production process employed weren’t ordinary at all. The one-of-a-kind jacket was made with a one-of-its-kind washing technique, explored by AGI’s Creative Wash Expert. Trimmed with accent white and details, it features a specially designed logo with a blend of three medium print embroidery and heat transfer. The result— a gorgeous blend of indigo and neon, and something completely original and amazing.
The jacket collaboration was a natural fit for Amy and Henry, who have known each other since 2004, considering their passion for denim and trends.
The contest saw a lot of hype and engagement on instagram, But there could only be one winner who would take Type 2.0 home (or actually, proudly receive it at their doorstep).
The winner was a cool denim dude who goes by the handle retromies.
If you had been hoping to win the jacket for yourself, then there is great news for you, this is not the end of the contest, as Amy stated on Instagram that she will continue to collaborate with AGI to design and give away one jacket every month. The designs will predominantly be fun, crazy, and mostly for women, and AGI will use the same fabric to show the diversity and capabilities of a more sustainable process. As one Instagram user said ”only the best from the best’.
You can check out Denim Dudes’ Instagram page here.