denim.lab is a premium denimbrand for men & kids. See more on www.denimlab.nl

Created a new DENIM label for the international sportswear company Gaastra. Main tasks were:- Create DNA concept of Gaastra Blue.- International market research / country needs.- Fit research; determine fit-silhouette for the new target consumer. Develop external base fit patterns with pattern maker. - Shop for inspiration & quality and present rigging concept with samples. - Research and setup needed vendor base, matching… Show more Created a new DENIM label for the international sportswear company Gaastra. Main tasks were:- Create DNA concept of Gaastra Blue.- International market research / country needs.- Fit research; determine fit-silhouette for the new target consumer. Develop external base fit patterns with pattern maker. - Shop for inspiration & quality and present rigging concept with samples. - Research and setup needed vendor base, matching collection needs, margin targets and product quality.- Designed and developed the denim collection. - Created hands-on own signature washes at 2 dedicated laundry's- Develop trims concept with dedicated trims supplier; buttons, labels, patches hangtags, badges, zip pullers etc.- Advise and manage team of the tops collection’s - Manage the external marketing company.- Guide the showroom development and shop in shop concept. - Develop brand bible, fit guide, press packages, and organize photo shoot. - Train international sales staff, in multiple countries on concept and denim knowledge. - Present and support on sales & concept to Key-accounts in multiple countries.- Start up preproduction and order placements / negotiations.The Gaastra Blue label was launched highly successful in Fall12 season in multiple countries complete with shop in shop concept. Show less