SURF EXPO: Registration now open for Sept. 10-12 show + video recap of past show.
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Details on Industry Insight.
HURLEY IN PARTNERSHIP WITH NIKE AND OTIS COLLEGE OF ART AND DESIGN PRESENT THE OPENING OF THE “CONSIDERED” ART SHOW
A MENTORSHIP-BASED FASHION & ART CONCEPT CHALLENGING STUDENTS TO EMBRACE DESIGN WHILE CONSIDERING LONG-TERM EFFECTS ON THE ENVIRONMENT
COSTA MESA, CA – September 30, 2011 – Hurley, in conjunction with Nike and Otis College of Art and Design, presents “Considered,” an art & fashion-focused exhibit showcasing the works created through the tri-brand mentorship program created by Rosemary Brantley, Chair of Fashion Design at Otis College of Art and Design.
“The problem today is that fashion has become disposable and unsustainable. It is our responsibility as teachers and artists to empower our students to design with consideration,” explains Brantley.
“Consumers of the future will choose brands that can find solutions to challenges without compromising design or aesthetic. Designers who excel at creating beautiful and sustainable product will be the leaders of our future.”
Students were presented with project parameters rooted in the Nike Considered Index Tool, which considers all aspects of the supply chain from origins of the fiber throughout the life of the product. With that platform in place, students were challenged to consider three themes.
The first, Regenerative, is a focus on reusing, recycling or repurposing materials, garments or found objects to create new apparel expressions. The second, Heirloom, challenges students to create classic, timelessly valuable designs that improve with age and use.
And the third, Sustainable Design, is a modern approach to design solutions, teaching students to consider low impact, environmentally positive supply chains and defy traditional approaches to apparel design through creative use of construction, materials and process.
“For Hurley, the opportunity to support a design mentorship program rooted in sustainability and environmental awareness is one that makes perfect sense as it speaks to precisely who we are as a brand,” explains John Cherpas, SVP of Design for Hurley.
“This is more than just a fashion education. It is a consumer education, driving purchase behaviors that take into consideration the environment and sustainable practices in the fashion industry.”
The 18-look capsule collection debuted in Spring 2011 via a live runway show at The Beverly Hilton. The collection will now be presented as an art exhibit at Hurley’s H Space Gallery, kicking off with a VIP reception on Thursday, October 20th from 6pm – 9pm. The exhibit will run at H Space until December 16, 2011 after which point it will be transported for display at Nike headquarters in Beaverton, OR.
“Hurley is a company based on inclusion,” says chairman and founder Bob Hurley. This philosophy applied to Bob Hurley’s early years as a Huntington Beach shaper, working with friends alongside the world’s best athletes to make a better surfboard. It applied to the company’s launch in 1999, when Hurley decided to start a brand that was a true microphone for youth. In 2002, Hurley was acquired by Nike — the largest and most influential sporting
brand in the world.
Inclusion remains a guiding principle of the company today, where innovative products like Phantom Boardshorts and game-changing events like the US Open of Surfing continue to redefine what is possible in our world. Hurley headquarters are in Costa Mesa, CA with international offices in Sydney, Tokyo, Barcelona and Bali. www.hurley.com
Founded in Los Angeles in 1918, Otis College of Art and Design prepares diverse students of art and design to enrich the world through their creativity, their skill, and their vision. The College offers an interdisciplinary education for 1200 full-time students, awarding BFA degrees in Advertising, Architecture/Landscape/Interiors, Digital Media, Fashion Design, Illustration, Graphic Design, Product Design, Painting, Photography, Sculpture/New Genres, and Toy Design; and MFA degrees in Fine Arts, Graphic Design, Public Practice, and Writing. Continuing Education offers certificate programs as well as personal and professional development courses. Additional information is available at http://www.otis.edu.