Avery Dennison and Browzwear Collab Marries Digital Design and Branding – Sourcing Journal


A fact has become clear during the Covid-19 pandemic: the adoption of technology is crucial for the sustainability of a company. As businesses around the world were forced to rely on alternatives to in-person collaboration, the need for innovations such as digital sampling was greater than ever.

A new partnership between retail brand and digital solutions company Avery Dennison and 3D fashion solution Browzwear puts a renewed focus on the need for virtual design solutions, particularly at the labeling stage which, although often seen as an afterthought, can significantly derail speed to market if not designed with intent. Without virtual solutions, designers can experience excessive cycles of physical sampling, resulting in textile waste, unnecessary carbon emissions, and wasted time.

“Oversampling is a serious issue in our industry,” said Rana Sidahmed, senior global director, creative and marketing, Avery Dennison RBIS. “Beyond sustainability, putting brand at the forefront of the design process helps brands get their products to market faster, meeting the industry’s ever-increasing need for speed.”

Not to mention that excessive sampling is also a financial burden. According to some experts, producing a single garment sample can cost between $1,000 and $2,000. Switching to digital methods can help companies reduce the production schedule and result in significant financial savings.

With the new software update, available July 6, designers can choose from a library of Avery Dennison materials and fabrics to deliver sharp visuals of its labeling solutions, an industry first, as designers have never had this kind of transparency. Designers can develop, preview and test four prototype labels on garments, including “heat transfer” for exterior embellishments, “care label” for printed fabric labels, “sewn label for woven materials and “hang tag” for paper products.

This improvement is due to a 2020 collaboration between Browzwear and Adobe, in which the sampling platform integrated Substance 3D texturing and material creation technology to allow designers to quickly and easily create and visualize executions. hyper-realistic prints and other production-ready visual effects.

“With Avery Dennison’s hardware integrations into the Browzwear platform, brands can now create, customize and preview a truly unique garment, from concept to completion, in a fully digital environment before physical production begins,” said Brian Cheng, Director of Digital Transformation at Avery Dennison RBIS. .

The move aligns closely with the materials company’s long-term sustainability goals, which include delivering more circular innovations, reducing its environmental impact throughout its operations and supply chain. and fostering a more engaged and inclusive team of employees. Earlier this year, he also released a report documenting what it will take for the fashion industry to achieve zero waste.

Browzwear’s virtual solution has been adopted by over 650 organizations, including PVH, VF Corporation, Columbia Sportswear and, most recently, Pakistan-based denim factory Artistic Milliners, which has already reported greater efficiency in the fit development and sample approval processes. He is working with Browzwear’s online learning platform, Browzwear University, to scale the technology internally and hopefully inspire more of his customers to join.

With this partnership, Browzwear is one step closer to its goal of industry-wide adoption. “We are excited to work together to enhance the design experience through realistic renderings and ultimately continue our mission of increasing time to market and reducing material waste,” said Sean Lane, Vice President of Partnerships at Browzwear.

The company will host webinars demonstrating the new improvements on July 7 and 8. Users can register on the Browzwear website.


Comments are closed.