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SPORTS DIRECT COMPETITIONBRAND RENOVATION / AW1213 /

NEVICA

Nevica brand renovation competition project, focused on modernisation and retaining core brand values, whilst bringing the name up to date with contemporary activewear design.

Tent and kite design were initial inspirations. Geometric shapes, technical solutions, durable finish and high-specification fabrics.

Low poly-count computer models, wire-mesh models, pixelation, CAD techniques and fragmented forms mimicked the panelling of early Nevica designs. Integrated functional detailing, fastenings and weather protection are key design considerations.

The original neon colour ways of Nevica designs from the 80’s looked dated, and were replaced with a tight CMYK palette, referencing the appeal of vintage Nevica, whilst modernising the aesthetic.

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Taking technical details, fastening ideas and panel shapes from the jackets and applying them to salopettes, which need to be just as robust and functional to stand up to abuse on the slopes.

The integration between trouser and jacket is also important to create a continuous thermal and waterproof barrier against the entire body. This is achieved between internal elasticated skirting on the jackets and braces on the salopettes. Thermal base layers also fasten together to stop them riding underneath the outer shell and mid layers.

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SALOPETTES

This folding triangular front fastening detail is inspired by NBC (Nuclear Biological Chemical) suits used by the military. They need fastenings that do not allow vapour or liquids to penetrate, and so do not use zips.

As a ski-wear detail, they will stop any residual powder from melting and seeping through, unlike a standard zip, as well as being cheaper than waterproof zips. They also allow for waist adjustment, which is useful over bulky layers.

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cost

quality

colour(use of)

fabrics

detailing

brand(strength)

cost

quality

colour(use of)

fabrics

detailing

brand(strength)

NEVICA AW1213

Competitior analysis by radar chart shows an overall comparison of their strengths and weaknesses, and gives a general impression of their place in the market. From this I have decided the areas that I want to focus my brand regeneration on, to best compete.

PROTEST

ARC’TERYX

SCHOEFFEL

BERGHAUS

C O M P E T I T I O R A N A LY S I SNEVICA

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A lot of the base layer designs had to be toned down in terms of panelling complexity, as a lot of seams next to the skin could be uncomfortable. The garments were designed to have less panelling the closer to the body they were, base layers having the least and outerwear the most.

BASE-LAYER PANELLINGNEVICA

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I focused heavily on creating accurate and detailed specification drawings for all my design, as Sports Direct present their designs to buyers and clients in this format. This lets them select and build the range they want, from the designs they are presented. It also makes it easier to estimate production and manufacturing costs at an early stage, therefore I thought it would show engagement with their very commercial method of designing to work in this way.

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NEVICA

Velcro adjustable ankles for taking off trousers with boots

on. Also act as gaiters.

Ultra-wide opening, pleated fly system allows for access to lower layers or for

adjustment of base layers.

Fully adjustable braces.

Two pairs of high capacity, water-tight, easy-access

bellows pockets.

No rear pockets to keep keys and change out of

the way during falls.

Logo.

FabricWPB outer (as per colour-way).Micro-fleece lining (black or white).

Trims25mm black polyester twill tape.20mm black velcro.Black anodised push studs.Waterproof seam sealing tape.30mm black anodised sliders.

OUTER TROUSER. FULL INNER-LEG GUSSET. #TR-01. NEVICA

OUTER JACKET. TRIPLE ACTION POCKETS. #JKT-01. FabricWPB outer (as per colourway).Polyester lining (black or white).Deep pile fleece pocket lining. Polyester sport-mesh lining.

TrimsRubberised 20mm black velcro tabs. Black anodised push studs.Waterproof seam sealing tape.Matt black waterproof PVC zips.25mm black polyester twill tape.20mm black velcro.

Logo.

Double fastening, hidden, internal waist securing system. Stops powder

getting up into the jacket and keeps draughts out.

Full length velcro securable outer storm flap keeps powder and

wind out.

Large capacity triple function front pockets for optimum

combinations of security and ease of access.

Handwarmer pocket is deep pile fleece lined.

Vertical, fully waterproof map/stash pockets with

PVC zipper garages.

Wired peak hood.

Molded PVC vecro cuff tabs.

NEVICAFabricThermal/breathable polyester/merino wool blend (continuous knit/multi texture panelling)

Trims20mm Nevica logo taping (black/yellow)20mm elasticated taping.

BASELAYER TOP. LOGO TAPE BACK. #BLT-03.

20mm Nevica logo taping (black/yellow).

Semi-compression bicep panelling.

Core semi-compression areas across Abs and Lats.

Comfort soft elastication around neck seals in

warmth and stops rubbing.

Ribbed ventile under and back arm

sections.

Geometric continuous knit pattern/printed chest panel

detail. Moisture wicking ventile top back panel.

NEVICA

Velcro adjustable ankles for taking off trousers with boots

on. Also act as gaiters.

Fully adjustable bracesTwo paris of high capacity, water-tight, easy-access bellows

pockets.

No rear pockets to keep keys and change out of

the way during falls.

FabricWPB outer (as per colourway).Microfleece lining (black or white).

Trims25mm black polyester twill tape.20mm black velcro.Black anodised push studs.Waterproof seam sealing tape.30mm black anodised sliders.

OUTER TROUSER. ABRASION RESIST. INNER ANKLE. #TR-02.

Extra reinforced inner ankle areas for high abrasion

resistance.

Ultra-wide opening pleated fly system allows for access to lower layers or for

adjustment of base layers.

NEVICAFabricShowerproof polyester/neoprene blend softshell outerorMicrofleece with showerproof coating.Highly MVT jersey rib.

Polyester sport-mesh lining.TrimsMatt black waterproof PVC zips and zipper garages.20mm elasticated taping.Polyester twill tape.

MIDLAYER JACKET. NO COLLAR, VENT. UNDERARMS. #MLJ-03.

Moisture wicking ventile top back panel.

Embroidered logo.

Full length waterproof zipper with easy grip

pull.Highly ventile fabric over and

under arm.

Reinforced inner forearm sections for added

durabilty in high-abrasion area.

Elasticated wrist for heat retention and to stop sleeve shifting about or riding up

during activity.

Waist height high-capacity pockets with

waterproof zippers and PVC zipper

garages.

Lightly elasticated, collarless neck for

comfort under hooded outer-jacket.

NEVICAFabricThermal/breathable polyester/merino wool blend (continuous knit/multi texture panelling)

Trims30mm elasticated ‘Nevica’ waistband20mm elasticated taping.

BASELAYER BOTTOMS. GEOMETRIC PATTERN. #BLB-02.

Mobility aiding construction in knee area.

Calves and quads constructed for optimum heat

retention.

Nevica logo elasticated waistband with soft inner edge.

With continuous knit panelling and long seams kept off key muscle areas, there is less

rubbing and discomfort.

Fully functioning easy use fly for allowing base layer to go on

under jeans as apres ski-wear etc.

Geometric continuous knit pattern/printed knee panel

detail.

For the final hand in for this competition I produced a bound specification book of all six outfits worth of garments, complete with full technical notes, trimmings and fabric information, whilst trying to convey a strong sense of the brand throughout.

I won the competition and a months placement at the Sports Direct head office, on the activewear and product design team.