Sweating the Details
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As for silhouettes, the rule of simple still applies. Christopher Levesque, vice president of marketing for New York-based Anvil Knitwear, was faced with designing three new sweatshirts for a company that has traditionally dealt with T-shirts. “I evaluated the market from a sheer numbers perspective of what sells … 80 percent of the market’s product is a 50/50, classically styled sweatshirt,” said Levesque. This evaluation led Levesque to create the three new sweatshirts in Anvil Knitwear’s sustainable line that, aside from their eco-friendliness, are quite traditional in design.
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- Anvil Knitwear
Michael Cornnell
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