Invista Japan LLC has announced its new Crafted in Japan with Cordura Fabric series in collaboration with leading Japanese brands to showcase specialised manufacturing techniques and cutting-edge design. The campaign is a testimony to the Cordura brand’s appreciation and support for Japanese craftsmanship, according to Invista. Incorporating Cordura fabric technologies trusted by the US military for exceptional strength and durability, the series celebrates the development of forward-thinking, innovative bag, pack and carry solutions built to withstand the test of time.
Cordura's new series demonstrates how its fabrics can be utilised by Japanese brands and designers
“Cordura fabrics are used in a wide variety of stylish and long-lasting products from apparel to bags, packs and footwear, and are trusted by many militaries and protective clothing companies around the globe. Our new series demonstrates how these fabrics can be utilised by Japanese brands and designers, who are global tastemakers on the forefront of product innovation.”
In the first phase of the project, the Cordura brand will release a video made in collaboration with leading bag brand master-piece (MSPC). Through close-up shots of the detailed work of artisans, from design planning to cutting and sewing, the video emphasises the intricate detail and beauty of Japanese craftsmanship with Cordura fabric, according to Invista.
The video will be complemented with an Instagram giveaway campaign. By following the official Cordura brand’s Japanese Instagram account and clicking ‘like’ on the post, three winners will receive master-piece’s 2018 Potential 2Way backpack highlighted in the video.
According to Invista, the series celebrates the development of forward-thinking, innovative bag, pack and carry solutions
Phase two of the campaign will feature a collaboration with CIE, an up and coming, innovative Japanese bag brand that has taken a military approach to carry solutions. Cordur NYCO fabric, which is widely used in US military uniform applications, is integrated in CIE’s designs with minimalistic yet highly functional design.
“Pushing the boundaries of durable fabric technology through our latest innovations, combined with forward-thinking collaborations with our supply chain and brand customers, continue to help drive our success,” says Cindy McNaull, global Cordura brand and marketing director. “Japanese craftsmanship has long been valued by the design world, and at the Cordura brand, we have a deep appreciation for the Japanese market, which values high-quality, built-to-last products.”
To learn more about the new fabric campaign, visit www.cordura.com.
