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how do we...
preserve memories?
4 days 4 months
12 months
Collection of sentimental baby items
Heirloom dress
Shadow box of infant onesie and items
8 months
People are hungry for stories.
It’s part of our very being.
–Studs Terkel
It goes from one generation to another.
akin shares stories by reusing sentimental fabrics. It is our vision that our communities will embrace timeless, well-made children’s clothing that can be valued for generations and abandone our current “throw-away” culture. akin also offers sewing-reuse workshops to the community to expand the reach our values.
Regional like Matilda Jane Clothing > but softer voice
Handmade feel like Hallmark Baby > but more abstract
Retro like Little Bird > but less imitative
Values Style Positioning
Family Quality Craft Creativity Reuse Education
Traditional Timeless Sentimental Handmade
79 of 80 survey respondants said they would
save their children’s clothing after they grew
out of it for one of the following reasons:
• it was made by a family member
• it was a special gift
• to save for future children
• sentimentality
We think they will, because... we’re not just making clothes.
we create heirlooms
targetfunctionalakin provides me with heirloom-quality clothing for my children and teaches me the skills to create my own heirlooms.
spiritualakin carries on the tradition of making clothing by hand and conneacts me with a heritage of craftspeople. akin promotes a culture of recycling clothing both by reusing materials and creating quality garments that can be handed down instead of discarded.
socialBeing associated with akin makes me seem creative and environmentally conscious. It shows that I appreciate handmade goods and support locally owned businesses. The clothes help me share my family history with others.
mentalakin teaches me to use my hands and my creativity to make quality goods. When I buy akin clothing I know my family legacy will be carried on.
we will connect with our audiences using these brand dimensions:
audiences?
who will be our...
n a m e
a g e
e d u c a t i o n
f a m i l y i n c o m e
o c c u p a t i o n
v a l u e s
r e a d s
s h o p s
f i r s t p r o j e c t
n a m e
a g e
e d u c a t i o n
f a m i l y i n c o m e
o c c u p a t i o n
v a l u e s
h o b b i e s
r e a d s
f i r s t p r o j e c t
Name Birthdate
This garment has been worn by:
communicatehow we
Whether in person, printed or online, our message emphasizes the stories that connect us.