In his book Cities & Countries, Roman Payne wrote “ Cities were always like people, showing their varying personalities to the traveler. Depending on the city and on the traveler, there might begin a mutual love, or dislike, friendship, or enmity. Where one city will rise a certain individual to glory, it will destroy another who is not suited to its personality. Only through travel can we know where we belong or not, where we are loved and where we are rejected.”
I implore all the travel lovers to unite, as we all know this to be true. There are cities we fall in love with, places we’ll never forget and of course those of we will never travel to again. It’s these affairs with amazing cities that inspired the release of a collection dedicated to urban life and exploring. Who are we? Where are we going? How do we get to and from work? How do we Celebrate? Travel and pass the time?
Our newest collection “Urban” is a celebration of the urban explorer in each of us. Be it the day to day commute to work, the reset lunch breaks we’ve all learned are priceless, or how we create the most memorable days off, it’s about the journey. We have all spent time and energy in planning out our daily adventures and they deserve to be recognised and celebrated.
Welcome to the tangible story of urban explorers, from a yoga instructor and a PHD student who only eats organic, to the CEO of a tech start-up and let’s not forget the conservative executive who sometimes gets lost (we all know one). The items we are showcasing are the essentials we carry with us to take on each day.
I wanted to bring a bit of funk and feel to this selection of products and remind all of the brands out there looking to stay connected with their target audience, don’t forget about practical acts of endearment. A quick dry travel towel may not sound like the most thrilling product you’ve ever come across, but I promise you I’ve been to the gym (allegedly… proof is still out). I’ve seen the daily regulars toting the same drink bottle and towel each and every day. It’s an item they have incorporated into their daily journey and is with them when they need it. I can’t think of a better place for your brand to be, can you? Check out our Urban Catalogue Here
Four ways to embrace eco friendly items and incorporate them into your marketing.
One of the best ways to promote reusing, recycling and reducing is to live by example. Make sure all of the products you are selecting haven’t been “green washed’ and actually are providing a positive impact on the environment. A lot of items are marketed as ecofriendly, but to really embrace the idea we encourage you to get invested into the “why” and link that back into your branding. If you are branding a water bottle, consider placing an inspirational phrase on the reverse side. Something as simple as “Fill. Drink. Repeat” has a massive impact and reminds the recipient that the item is reusable. You can also find products that speak for themselves and we’ve included a few in our newest catalogue “Eco Living”. A perfect example is the reforest jute tote bags. For every 100 units sold the manufacturer arranges a tree to be planted within reforestation areas of Australia. To help illustrate this program we have added a small recycled tag to the bag straps which alerts recipients to the program. Contributing to good initiatives creates good vibes and this is exactly the association you want with your brand. Another great option in our catalogue are the water bottles crafted from sugar cane. Each bottle has a stock sugar cane graphic printed along the base which helps celebrate the natural materials used to create the bottles. In addition, the bottle supplier is actively contributing to a clean water charitable fun and each bottle sold helps to provide clean water for three months to one person in the Central African Republic.
Connecting back to nature creates a genuine sense of giving back to the environment. Items that can be planted or placed in gardens are a great way to get your brand involved. Select an interactive item like potted plants, a butterfly or bee hotel (featured in our catalogue) and your brand will have repeat exposure as each unit grows. We also have an innovative pencil in this month’s catalogue that can be planted at the end of its usable life cycle. Each pencil has a water pouch built in and once planted will degrade, releasing the water and seeds. Products linked to being planted open great possibilities for brand enhancement messages like “grow with us” and “new beginnings”.
Choose items that can be incorporated into every-day life.
Most landfills are loaded with single use disposables, many of which are used
and disposed daily. Coffee cups, plastic straws, and plastic bags sit at the
top of this list and ecofriendly options are not only being sought by consumers
but also by local state and government agencies. Bans on plastic straws and
plastic bags are on the rise, along with reusable coffee cup programs which are
popping up in fast moving metros. This creates the perfect time to put your
brand on trend, in demand and all while staying ecofriendly. Reusable bags made
from fibres like jute, cotton or cork add a natural beauty to your branding.
Along with these bags, recyclable paper straws, and reusable coffee cups
(especially those made of unique materials like rice husk) provide a great
solution for reducing landfill. Your brand’s exposure is maximised with items
used daily and if you can achieve that along with helping the environment your
brand is #winning.
Two terms that are rarely married together are eco friendly and corporate gifting, but we’ve included a couple ideas to achieve both and take your brand to the next level. Starting with premium sunglasses that come packed with a jaw dropping backstory. Each pair is crafted from re-purposed skateboards and the results are stunning. Top of the line luxury sunglasses make the perfect summer gift and being made from skateboards is a great conversation twist. Next up is a must have tech item constructed with bamboo, organic cotton, hemp and recycled plastic. With natural crafted Bluetooth speakers your eco friendly gifting is sorted this season. These stylish 10-Watt speakers combine quality sound with a sustainable design and are sure to spark both intrigue and delight with recipients.
No matter what direction you want you want to explore, there are eco friendly initiatives at every budget level. Tiptoe into the idea or dive headfirst and start contributing to the reducing, recycling, and reusing trend wave. The demand is here, the impact is real, and your brand deserves to be placed where it matters most. We love this chapter in the promotional products story and are excited to share our newest release “Eco Living” catalogue.
Should you or shouldn’t you start planning for Christmas three months out?
Why you should?
Preparation, most of us believe is key to smooth sailing. And we all know Christmas time is where stress levels can be peaking. Getting organised early on can avoid last minute panic stations.
You have adequate time to shop around for best pricing for gifts, food, decorations, plane tickets, etc.
If you are a lover of everything Christmas, so extending one of your favourite times of the year from one day to three months, makes complete sense.
You actually love the build up / anticipation more than the day of Christmas, and therefore dedicate most of your focus on this part.
You have lots of family coming and need the 3 months prior to mentally and emotionally prepare yourself for the day.
Dietary requirements are not limited to one person at the table anymore. Every person and their dog has a food allergy / intolerance / preference. If you are catering, this certainly requires an excel spreadsheet.
I know it may feel a little early to be thinking about Christmas, but it does make life a lot less stressful when you can plan ahead. Particularly when it comes to gift giving for customers, staff, suppliers, business partners… and particularly when the quantities are not small. Planning helps you stick to your budget, ensure stock availability, delivery and quality is spot on.
“Detailing the return-on-investment for a business gift, Jennings reveals that C-suite executives are especially impacted by a gift that tells a story and facilitates a deeper personal connection, which 94% of top executives believe is important to business success. Over 80% of C-suite executives believe that business gifts generate measurable positive ROI in addition to intangible benefits. “Gifts humanize business,” said a survey respondent. “It pays for itself two fold,” said another.”
Let me know if you want to talk Christmas gift giving for your customers, shareholders, suppliers, partners and/or staff. I have loads of gift ideas – both new and the classics that never falter.
The awards night is part of the two day industry only trade show, where we come together to present and discuss the latest promotional products.
Environmentally friendly is trending in our industry. There are different segments within this sustainable / environmental category, which include:
REUSABLE – Moving from single use to life time usage. Both natural (wheat husk, rice husk, corn starch, bamboo fibre) and plastic materials are being used to create these products. Some of the products include coffee cups, bottles, bags.
RECYCLABLE – Glass, paper, plastics.
REDUCED – Products that are not entirely made up of plastic, and include bio-degradable (Under AS 4736-2006 a product can only be claimed biodegradeable if it can achieve 90% of biodegration of plastic materials in180 days) materials. We are seeing this percentage continuing to increase.
RECOVERED – This is where waste product that was previously discarded is recovered and reworked to create various products. Corn starch and wheat starch are examples of materials that are being recovered.
PERSONALISATION AND CUSTOMISATION – This is definitely not going away. Manufacturers are creating flexibility in their process to cater for this growing market. Everyone wants a ‘one-off’, special, unique and the promotional products industry is doing a great job of building their capabilities to align with this growing segment.
We are very excited to share our latest exciting news…
Last week at the APPA (Australasian Promotions Products Association) industry awards night TurnKey Promotions came first place in the ‘Self Promotion’ Award category.
For the past three years we have been entering the awards and making finalist, but this is the first year we have taken out a first place in a category. We are ecstatic to receive this award and be recognised by the industry. This particular category had a lot of tough competition, which makes this victory even more rewarding.
THE AWARD ENTRY CRITERIA
To enter the award we were required to complete a written response of 300-600 words for each of the following questions, along with the inclusion of visual elements:
What was the company’s business goal and branding requirement to achieve KPI’s? Was it achieved and how did promo contribute to it being achieved?
The concepts, design, creativity or development or selection of products to meet the brand or campaign requirement and marketing strategy relevance.
How successful was the promotion or campaign?
The campaign that we submitted was our ‘Lets Roll Into 2019’ campaign, which was rolled out from February 2019.
The objectives of the campaign were to:
Recognise our clients and their value to our business TurnKey
Promotions Create an opportunity to connect with our clients.
Showcase a promotional product item that was new and interesting and marketable around a theme.
Make the meeting a planning session for the year ahead so we can put together an activity schedule and create ongoing opportunity to touch base with our clients in the lead up to their key events.
We went for a high quality product, ‘Let’s Roll Bundleᵀᴹ, with personalisation, i.e. client initials. The classic vintage style with modern-day features, travel accessories bundle, we believed fit the brief. The significance of our gift was to associate the positive emotions of travel with TurnKey Promotions. But more importantly the gift symbolised the start of our journey in 2019.
We were clear about the objective of this campaign from the beginning: To increase the value of our existing clients by 20%, which we not only achieved but exceeded. Our scorecard was derived from January to May 2018 versus 2019 sales revenue.
The results continue to surprise us It has helped us significantly improve how we allocate internal resources to higher dollar valued clients versus lower dollar valued clients. This is a business model evolution… something we had previously realised, however this promotion pushed us into taking action.
Why we thought we should win
We wholeheartedly believe in the power of what we do and have first handedly experienced the results through this campaign.
Our clarity at the start of the campaign was fruitful in getting us to the successful result at the end. Synergistically the campaign underpinned the message of ‘planning in 2019’.
Not only did we achieve our short term goal of increasing sales revenue, but it has definitely set us up for 2019 and building on our client relationships.
Smiles and thank yous. It doesn’t feel like much, but it did take a reasonable amount of effort, particularly in respect to the personalisation and the inclusion of the activity schedule, and our clients were very appreciative. This makes working and running a business, purposeful, humbling and fun.
It’s our time to shine… for our clients! We really wanted to win this award to reinforce to our clients that they are important to us and they are partnering with a creative industry leader.
Welcome to plastic free July. What does that mean exactly? If you decide to take part you join other millions of people around the globe who are agreeing to reduce their plastic waste. The movement started was started in 2017 by Rebecca Prince-Ruiz (founder of the Plastic Free Foundation) and a small team in local government in Western Australia. It is now one of the most influential environmental campaigns in the world.
Whether you are a believer in Climate change or not, 18 billion pounds of plastic waste flowing into our oceans every year from coastal regions (published by National Geographic in May 2019) is not good in anyone’s standards. From my own personal experience, on a recent trip to Ireland I witnessed the exuberant level of pollution in their beaches and bays. Something I had never seen before. The locals told us this beautiful part of the world has become an ocean waste deposit.
Looking at our own home front, Australia (according to War on Waste statistics), Australia is one of the most wasteful countries in the developed world. We use over 10 million plastic bags a day. 85% of soft plastic from bags and packaging ends up in landfill.
It’s an interesting time for all of us. The choices we make in our lives, both personally and professionally. Recently Coles launched their latest ‘little shop’ campaign, ie, plastic toys … and have received backslash from the likes of change.org – who have started a petition which says – “Are you gobsmacked that Coles has brought out a new range of ‘little shop’ toys during Plastic-free July?”
This is something I have thought a lot about in our business. The promotional product industry produces a lot of plastic products. It is changing. Can it change faster ? Of course. I think it comes down to education, product availability and business/brand positioning. In the last 10 years, sustainable / eco-friendly products have evolved from novel / niche to being in high demand. This growing movement has been driven by:
Changing consumers attitudes: “25% of consumers are extremely concerned about plastic packaging, 42% think manufacturers should prioritise making packaging recyclable and 21% think the industry should work toward entirely plastic-free packaging” (Kantar).
Educational programs and the rise of influencers: David Attenborough, “The War on Waste”, Leonardo Dicaprico Save the Whales
Educational precincts – UTS is working on eliminating the most common single-use plastic items in their campus.
Businesses – Unilever’s ‘Sustainable Living’ brands accounted for 60% of growth in 2016 and grew 50% faster than the rest of the business. Lego has committed to building its toys entirely from plant-based or recycled materials by 2030. They are investing over $2.18 billion in this project.
Availability of environmentally friendly products.
Through my research over the years of environmentally friendly products, I see the trend of reverting back to ‘the way we were’. We sold ourselves the dream of fast and convenient, only to realise that it’s not good for us or the environment. So slowly, we are changing things and going back to basics. That’s why you will see promotional products that don’t feel necessarily new… but the sourcing, the materials, the logistics … has changed. Here are a few I would like to share with you:
WHEAT STRAW – Is the stalk left over of harvested wheat grains. Previously it was categorised as a waste product – where in some countries they would burn off the starch. The material is now reclaimed to make wheat products.
BAMBOO – The fastest growing plant. It can be easily substitute all known wood applications without having to cut down entire bamboo groves or plantations. It also continuously grows after harvest without having to re-plant it. Bamboo converts about 35% more CO2 into oxygen than a regular tree.
RICE HUSK – A waste product with little value, so recycling will not reduce air pollution and the amount of plastic used! Biodegradable and reusable.
GLASS – A natural choice for a clean, pure taste and offers a safe and eco-friendly alternative.
SILICON – Made from silica found in sand, lasts longer than plastic, both in respect to the environment and product usage. It’s high durability, makes it more ‘ocean friendly’. Silicone can take extreme variations in temperature (cold to hot) without cracking, melting or falling apart.
My not so hidden secret is my absolute love for stationery. I used to dream of owning a filofax when I was young!
I only recently thought about the connection with my business. A lot of the promotional products I work with clients on, are in actual fact, stationery products. My love for stationery, however did start from a very young age. (“Show you the child at 7 and I show you the adult!.”)
If you know me well, you know how much I am in love with my TurnKey Promotion pens. Since the day these pens were delivered they have come into conversation more times than I can count!
I know for sure I am not alone with this borderline obsession. Which got me thinking, where does this world wide fixation on stationery come from. In the times of ‘paperlessness’ (so we thought!), stationery stores are not going away. If anything, in the last 10 years we are seeing more stores pop up.
Thanks to thepaperdashery.com they have shed some light on where the obsession with stationery comes from:
New stationery represents a fresh start
Stationery provides an alternative to digital communication
Stationery puts power and control into your hands – literally
There is a belief that stationery makes us more organised and creative
Stationery provides a channel for us to express our true selves.
Who thought a pen and notepad or diary could deliver so much!
So it appears there are a lot of emotions and feelings, consciously or subsciously flying around in stationery stores. A place of self reflection, clearing the past and ‘potentialising’ the future. Stationery stores are limiting their marketing potential… we are no longer talking about paper and pens, we are talking about people’s lives in big ways! Kikki K (Australia born, starting in Melbourne in 2001 and now has 100 stores) has run with this notion, offering in-store self development workshops. ‘Saved by the ballpoint pen!’
Stationery stores have definitely upped their game, which is most certainly the reason, for those who once watched their love fade away, have since reunited. The choice of stationery products, the colours, the luxuriousness… these are no longer boring places we paced for office supplies. They have become the kind of stores that you think twice about, before entering, because you know for certain, you will spend longer than you initially plan to. An adults toy world!
To be honest I am not sure if this is a gender specific obsession. I know a lot of women who have stationery obsession, but I don’t know of a lot of men. Enlighten me if you have some examples.
For me personally, stationery provides a tactileness, that I increasingly crave – post the computer taking over our lives. Stationery without even realising helps me to connect and focus on what I am doing right now. You definitely don’t want your mind wondering when you write the first word, line, paragraph in your brand new diary!
I found a list (thank you Gena-mour Barrett at BuzzFeed) that has confirmed my stationery obsession is real – “Anyone who’s slightly obsessed with stationery has secretly done:
Organised your pens by colour, type of pen, etc.
Taken the line width of your ruled paper seriously.
Practised your handwriting before making that first sacred mark in a new notebook.
Lied and said you didn’t have a pen because you didn’t want someone to take it.
Been excited by the prospect of starting a new job or term at school because it means having to go stationery shopping.
Refused to use a beautiful notebook for way too long because you still haven’t found a good enough reason to use it.
Convinced yourself that new stationery is the key to organising your life.
Winced when someone asked to borrow a piece of paper because it means ripping a page from your precious notepad.”
Lucky for me I have turned my obsession into a business, and so researching, sourcing, reviewing, testing, selling, stationery products for my day-job is a perfect fit.
These are some of my latest obsessions that you may also find yourself becoming obsessed with:
If you need a sample, don’t hesitate. Nothing would bring me more joy!
Each year around this time, conference season takes flight! Which means you could potentially, if you live in or are visiting Sydney, find yourself pacing the aisles of the ICC more than a couple of times.
There are some very big events in Sydney in May and June, that are not necessarily limited to your traditional conference style events. We are seeing conferences expand beyond the four walls, onto the streets. Vivid for example is not simply an outdoors light show, as a lot of us might think, but there are a long list of workshops and talks that accompany the Vivid festival.
Ironically, the rise of the digital world has had no impact on the numbers attending conferences / face-to-face experiences. If anything, it has had the opposite effect. We are seeing more conferences than we have ever seen before. You only have to take a look at the International ‘self development’ gurus, per se, that have been travelling to the very distant shores of Australia, to ascertain the growth in the conference industry: Tony Robbins, Brene Brown, Michael Mosley, Gary Vaynerchuk, to name a few.
The Australian conference industry, according to a 2019 IBIS Report, The Exhibition and Conference Centres, generate a revenue of $13 billion and have grown 3% year on year from 2014 to 2019.
The numbers are all in growth, both internationally and nationally, along with the number of people attending. We are definitely seeing total ‘events’ in general, if you include: meet-ups, business industry events and self development events, explode. Everywhere you turn, there is another event on. Social media has definitely played a key role in helping the events reach a larger, broader audience.
But what is really interesting, is the access we now have to industries that we previously didn’t have – if it wasn’t for the explosion of the event conference market. TEDx is a good example of this. When you attend a TEDx, you are enlightened by a subject and/or an idea that you typically may not have had any knowledge on. A previously isolated industry or discipline that kept to themselves. And the convergence of a world stage or a stage that is open to a broad audience, can have a significant impact on people’s awareness, and as a result, what happens next – for the audience, the speaker and their industry.
People flock to people. It’s our nature. Hence the power of events and conferences versus digital. The energy is different. The impact is different. Atmosphere is the point of difference conferences have over digital media channels. Fundamentally you are bringing a group of passionate, curious, open, people in the same room. A great opportunity to reconnect with old friends and colleagues or meet new people. When you attend a great conference, you leave with new found ideas, inspiration and energy. You are excited and ready to tell the world. We have all been there… it’s a great feeling. And, the combination of the two: face-to-face experiences and digital, definitely does have an exponential effect.
Full stop… Definitely not yet!!
We haven’t spoken about promotional products and the big role they play in conferences. There is a good reason why promotional products go hand in hand with conferences. They work! The opportunity of a captive audience!
I have attended many conferences across many industries and promotional products still very much play a significant role in the experience being remembered, and the creation of lasting connections between the audience, an industry and or businesses. The products may act as a thank you, reminder, inspiration, education, support after you leave the event.
If the promotional product has strong appeal, so it’s not discarded on the way out (which a lot of brochures are), it becomes something that is held onto for a good period of time, outside of its intended usage, it also acts as a symbol of the energy and ideas from the conference. If the brand and message has strong association with the product, the conference theme and the audience, then the investment into having a tangible brand presence is worth it.
There is a reason why Australia Marketers spend more than $1.34 billion per year on promotional products:
54% say their impression of a company is more positive after receiving a promotional product.
76% recall the name advertised on the product.
55% keep the item for more than one year.
Nearly 50% of recipients use them daily.
52% are more likely to do business with a company after receiving a promotional product.
Like any marketing investment, you want cut-through, impact, relevance and longevity. So when the time is ready for your customer to seek the services or products that you offer, your organisation is top of mind.
Are you planning a conference or event? Have you thought about not only making your conference great on the day, but how you can keep the energy and momentum going after the day is over?
I work with clients to create promotional products that have impact and create lasting connections with their customers. Products that turn customers to you.
Here are some popular conference product ideas. It’s important to customise any idea to your brand and always keep in mind customer appeal, use-ability and longevity.
How can your promotional product create a conversation?
To ensure your branded merchandise is kept and used well into the future – quality is (Turn)Key!
According to the fashion industry, 80’s neon / fluorescent trend that made a comeback in recent times, is here to stay. Early this year, International spring and summer collections are embracing the bright hues from head to toe. Neon / fluoro is about grabbing attention. They reflect light and have higher visibility.
The first record of fluorescence was in the 1500s from a mixing of the wood of two tree species, where the combination of chemicals in the trees and oxidation created a fluorescent colour. Who would have thought that colours that are not very ‘natural’ were originally derived from our natural environment!
Now step into a safety environment, where fashion trends couldn’t be further from the priority list. A category that has been leading the fluoro charge since it first came about … not for the reason of self expression, but for the sole purpose of safety, injury prevention and protection.
When it comes to safety in any organisation, we can approach it as a checkbox and a numbers game, as per the sign below. They are usually found in locations with a lot of passing traffic and act as a good reminder to everyone who enters the work site that the responsibility for safety lies with both with the individual and the organisation.
Signage is the bare minimum amount of activity in the safety prevention area that we see. Particularly in Australia … we have high safety standards, which only continue to increase and for good reason. Safety, fortunately, has become a very central aspect of how we operate – and though previously may have been considered a last minute thought or interruption to the flow of work is becoming very integrated in our daily behaviours.
The safety products available for safety prevention as a result continue to grow. Yes it does help that there is more thought put into the design and functionality of the products than there ever was.
By adding a company logo or custom safety message that aligns with both the product and the environment it is being used in shows that your organisation values the wellbeing of staff and visitors alike.
Who thought talking safety prevention could not only be beneficial for the workplace but also provide an opportunity to capture the spirit of an organisation – that safety is important to them and that they completely integrate and own it.
We are seeing multi-purpose functionality. Not just acting as a means of drawing attention but also providing mobile storage. This backpack is a good example of this. It has an adjustable helmet pouch, side mounted radio pocket, padded harness with utility belt & strap … one of many multi-purpose high visibility packs and bags available.
Safety clothing is also experiencing a revolution. The range of styles and colours have increased significantly. From your standard safety vest to overalls, stretch pants, fleece jumpers to bomber jackets. There is no excuse for anyone to not be able to find safety attire that is suitable for them … range is enormous.
Silicone earplug key chains makes ear protection easily attainable. Great for work loud environments, but also for loud entertainment areas and plane travel. Helps with both hearing loss and industrial deafness prevention and hearing sensitivity management.
Illuminate flashing armband, with adjustable straps. The panel lights up with the touch of a button and emits a bright red glow for added visibility and has 80 hours of battery life. If you are thinking outside the working environment, this is also a great product for cyclists and walkers… anyone who is active when there is poor lighting and visibility.
Anti-Impact Grip Glove made with Nitrile foam coating which provides excellent grip both in wet and dry conditions. With gloves like these you can ensure your hands are protected.
Safety clothing, equipment and accessories do a good job to not only remind others but remind ourselves of the potential risks in our surrounding environments and how we can both avoid them to protect ourselves and at the same time attend to the task that requires our attention. The Top 10 injuries in the workplace in Australia identified by Safe Work Australia are:
Sprains and strains of joints and muscles make the vast majority of workplace – 41.8%
Bone fractures and crushing – 8.5%
Open wound injuries excluding amputation – 7.7%
Contusion is the medical term for bruises, and skin injuries that don’t involve open wounding – 6.4%
Disorders involving muscles, tendons and soft tissue – 6.3%
Dorsopathies, or spinal injuries – 6%
Industrial deafness from excessively loud equipment – 3.6%
Hernias – 2.2%
Joint dislocation – 1.5%
Burns – 1.4%
Each workplace has safety risks that are applicable to their environment, industry and organisational structure. As an exercise it would be worth identifying the top ten safety risks in your workplace and the products that could be put in place to prevent and protect.
Denim is a rugged, sturdy, twill weave woven (a special characteristic which sets it apart from other fabrics) made from 100% cotton fabric.
In 1873 American Jacob Davis (A Tailor) and Levi Strauss (Cloth Merchant) collaborated to fulfil an order for a pair of trousers that would be “sturdy and wear well” – which would become ‘Jeans’.
The days of denim are still strong
A Poll by ShopSmart (from Publisher of Consumer Reports) found the average American owns seven pairs of jeans. Roy Morgan Research reveal that in any given four-week period, more than 1.7 million Australians 14+ buy at least one pair of women’s and/or men’s denim jeans (2016). And to prove the timeliness of denim, millennial Lorna Burford, a 30-year-old blogger in England, has between 400 and 450 pairs of jeans.
Denim is a material that has lived on through cultural revolutions, generational change, socio-economics and fashion trends. Interestingly if you look at the evolution of denim jeans in particular, you will see a direct correlation with people’s consciousness, i.e. how they are feeling about the world that they are living.
20’s and 30’s – Denim jeans were worn by workers.
50’s – “Bad Boys” Marlon Brando and James Dean glamorised denim jeans on film. As a result, Public Schools in America banned jeans for being too provocative.
60’s and 70’s – We saw the hippy denim jean, denoting freedom and less structure.
80’s – Was the start of designer denim. Where Brooke Shields became the face of Calvin Klein Jeans.
A flashback to my days of double denim!! Feel free to share your denim flashback with me so we can reminisce together!
90’s – The grunge era came on coinciding with the rise of hip hop. Here we saw very baggy, casual styles.
Early 2000’s – Low-rise jeans became popular thanks to Britney Spears.
Mid to late 2000’s – The skinny jean was the big innovation, thanks to denim stretch technology. Providing ‘go to’ apparel for any occasion.
Today – We see a lot more variety. There is no set trend as such; Straight Leg, High waisted, Vintage Distressed/Shredded Denim are trending. The extreme cut out style is something I’ve never seen or previously heard of… not sure if this will take off (I certainly won’t be wearing them!). The average smaller independent eco friendly denim lines are also popping up challenging the bigger brands as they are just as accessible via internet shopping.
Sustainability is becoming increasingly important across all industries. The denim industry is no exception. Some of the innovation in this area includes:
Investment in clean technologies. For example, in the fibre stage of making denim, biodegradable synthetics and bio elastomers are being used to help mills create more sustainable denim.
The introduction of both natural (e.g. Hemp or Linen) and man-made (e.g. lyocells) alternatives to the thirsty cotton crop.
The avoidance of consuming new resources and replacing with recycled fibres like new Refibra which is made out of waste material during the manufacturing process.
Introducing sustainable alternatives, organic and BCI cottons, when requiring new cotton.
Denim not just for jeans – Denim Promotional Products
The versatility, durability and appeal of denim fabric has enabled cross-industry utilisatilisation. We have seen denim shirts, jackets, dresses, shorts, skirts, headbands, swimming costumes, shoes, etc.
In short, there is no end to denim. Now you can find a variety of products made out of denim like mobile phone covers, aprons, quilts, pillows, notebooks, sunglass frames, bags, hats, computer cases, towels, drink holders … the list continues.
The promotional products industry is also trending with denim, with some of the following denim promotional products now available to take your company logo:
Bags, for play, shopping and work. People are looking for materials that last, protect and have style. And denim totes and satchel bags certainly fits this bill.
Apparel. Aprons and Denim shirts bring a premium feel to any brand.
Hats are available in different denim fabrics enabling versatility in the style that best suits your brand or product positioning.
Below is an example of Trip Advisors Travel Accessories pack. You have a backpack, wash bag, passport, bag tag, diary and pencil case. The complete pack for a branded gift to customers. Some elements translate to different industry gift ideas, for example, course enrolment, company welcome pack and new member gifts.
Since researching Denim for this article, it made me think about the longevity of materials and trends. On Quora (platform to ask questions and connect with people who contribute unique insights and quality answers) there was some interesting feedback about people thinking that denim won’t be around for too much longer.
From everything I have seen, read and experienced during my lifetime, I would have to disagree with this. There is something about denim that makes people not only feel good but express themselves in a very individual way, despite being a mainstream material. I thought the whole athleisure surgence (e.g. leggings, tights), would take over, but it appears not. Denim jeans has a strong hold over us. My only guess as to why, is because it has continually evolved with the times and always feels contemporary whilst connecting us to our past.