DANIER Goes back to School

Canadian Retailer DANIER and Ryerson University join forces for Student Design Competition

(September 24, 2009) Toronto, Ontario – Canadian retail giant, DANIER, announced today an exciting new partnership with Ryerson University; two iconic fashion institutions joining forces and unveiling a dynamic design competition DANIER DESIGN CHALLENGE. Open to Ryerson’s third year Fashion design students the contest will aim to uncover Canada’s newest leather design talent. The grand prize winner will see their creation manufactured and available in selected DANIER locations for the Fall of 2010. DANIER hopes that this competition will serve as both recognition and encouragement for Canadian student design talent, and is thrilled to be able to support the vital role that education has in the future of Canadian Fashion.

The competition will launch September 29th, with an announcement, tour of DANIER headquarters and lecture of the leather industry. DANIER will take on a mentorship role throughout the contest, familiarizing students with the design and manufacturing process; giving them industry insight of leather fashion design techniques.

The program will be dissected into three phases. The first of which will require interested students to provide an illustration of their original design for a women’s outerwear garment. Based on the designs submitted, entries will be narrowed to 25 contestants. Phase 2; students will be asked to produce a muslin prototype. After judging each of the prototypes, 15 students will be chosen for Phase 3 where finalists produce a fully finished garment using leather provided by DANIER. The result: the crowning of three prize winners. Each phase will be judged by a carefully selected panel of distinguished fashion authorities, aiming to find the design that best embodies the DANIER spirit, of unique and inspirational design interpreted into a superbly made commercial piece. The public will also be invited to cast their votes at www.danier.com for their favourite designer.

Along with Robert Ott, Chair of Ryerson’s School of Fashion, and Olga Koel, DANIER’s Chief Merchandising Officer, some of Canada’s premier style experts have been chosen to serve as judges throughout the process; iconic Fashion editor, and style Reporter Jeanne Beker, graciously lends her wealth of fashion knowledge to the process, elite fashion stylist George Antonopoulos who has added his expertise to Fashion Magazine and has earned the role as Creative Director of Cheek Magazine will use his keen fashion eye to assess the designs, and Assistant Style Editor of the Globe and Mail, Tiyana Grulovic, will draw from her multitude of design and retail exposures to help decide who walks away a winner.

“As a Canadian retail and manufacturing company we couldn’t think of a better partnership to encourage and nurture our young Canadian design talent. By working with Ryerson we have created a platform for designers to showcase this talent,” said Jeffrey Wortsman, CEO DANIER Inc.

"The School of Fashion is proud to partner with DANIER. This competition is an outstanding opportunity for Ryerson's emerging design talent to participate in a dynamic and engaging environment. The reward of experiential learning and applied outcomes is an important step in preparing tomorrow's innovative fashion leaders," said Robert Ott, Chair, School of Fashion, Ryerson University.
The prizing will include $2,000 for the third place winner, $3,000 for second place and $5,000 along with the inclusion of the winning design in select DANIER retail locations for first place. The competition will integrate learning strategies that include pattern making, cutting and sewing, leather as a material, decorative features and dressmaking techniques; ensuring that any participating students will leave the experience with greater knowledge and skills in leather fashion design.

The contest aims to involve both the student and public community as much as possible; creating an interactive element on both the University’s and DANIER’s websites, providing an inside peek into the designs and designers each step of the way. Every student will be required to tape a video presentation of their sketch design, outlining the inspiration and design elements that have helped shape their creation, the public is welcome to comment, ask questions and vote on their favourite submission, and will also be able to read the judges’ comments and constructive criticism – encouraging community spirit and unification of fashion lovers everywhere.

ABOUT DANIER
Since 1972, premier leather manufacturer and retailer, DANIER Leather Inc, has been providing its customers with the finest quality and workmanship at a price that affords exceptional value. For over a quarter century this iconic Canadian brand has grown to over 90 stores across Canada and into a household name. DANIER Leather Inc goes beyond their design, manufacturing and retailing expertise with a continued commitment to supporting community and charitable organizations such as Look Good Feel Better, United Way and Plan Canada.

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For further information, please contact Brill Communications at 416-533-6425