UPS isn’t a brand one would immediately associate with the glitz and glamour of the fashion world. But, without the world’s largest package delivery company, there would be no garments for fashionistas to ogle on the catwalks.
Deciding to make more of this link, UPS sponsored a design contest at the Royal College of Art challenging up-and-coming designers to best represent the UPS brand, its culture and heritage along with the concept of 'free movement'.
The winning design – a man’s knee length jacket that could be transformed into a skirt - focused on alleviating problems faced by the urban traveller. Its multitude of zips allowed for easy item storage and judges praised the garment for its quality and flexibility -
both core elements of UPS’s brand identity. All shortlisted designs were hosted at a dedicated site www.upsalamode.com.
The RCA design competition follows successful fashion partnerships undertaken by UPS in Belgium, China, France, Germany, Italy, Poland and the US. By supporting young designers, UPS hopes to reflect the company’s commitment to serve the fashion, textile and luxury industry.
BRAND:UPS
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