From the Sector

Lightweight design is a key enabler for addressing the energy transition and sustainable economy. Following the liquidation of the state agency Leichtbau BW GmbH, a consortium consisting of the Allianz Faserbasierter Werkstoffe Baden-Württtemberg (AFBW), the Leichtbauzentrum Baden-Württemberg (LBZ e.V. -BW) and Composites United Baden-Württemberg (CU BW) now represents the interests of the lightweight construction community in the State.

The Lightweight Design Agency for Baden-Württemberg is set up for this purpose on behalf of and with the support of the State. The Lightweight Construction Alliance BW is the central point of contact for all players in the field of lightweight construction in the State and acts in their interests at national and international level. Professor Markus Milwich from the German Institutes of Textile and Fiber Research Denkendorf (DITF) represents the agency.

The use of lightweight materials in combination with new production technologies will significantly reduce energy consumption in transportation, the manufacturing industry and the construction sector. Resources can be saved through the use of new materials. As a cross-functional technology, lightweight construction covers entire value chain from production and use to recycling and reuse.

The aim of the state government is to establish Baden-Württemberg as a leading provider of innovative lightweight construction technologies in order to strengthen the local economy and secure high-quality jobs.

Among others, the "Lightweight Construction Alliance Baden-Württemberg" will continue the nationally renowned "Lightweight Construction Day", which acts as an important source of inspiration for a wide range of lightweight construction topics among business and scientific community.

Professor Milwich, an expert with many years of experience and an excellent network beyond the State's borders, has been recruited for this task. In his role, Milwich also represents the state of Baden-Württemberg on the Strategy Advisory Board of the Lightweight Construction Initiative of the Federal Ministry for Economic Affairs and Climate Action, which supports the cross functional-technology and efficient transfer of knowledge between the various nationwide players in lightweight construction and serves as a central point of contact for entrepreneurs nationwide for all relevant questions.

From 2005 to 2020, Professor Milwich headed the Composite Technology research at the DITF, which was integrated into the Competence Center Polymers and Fiber Composites in 2020. He is also an honorary professor at Reutlingen University, where he teaches hybrid materials and composites. "Lightweight design is an essential aspect for sustainability, environmental and resource conservation. I always showcase this in research and teaching and now also as a representative of the lightweight construction community in Baden-Württemberg," emphasizes Professor Milwich.

INDA, The Association of the Nonwoven Fabrics Industry, announces that Director of Government Affairs Wes Fisher was named a 2023 Top Lobbyist by the National Institute for Lobbying & Ethics (NILE). The list includes professionals with legislative success in 2023, have been innovative in their field, are held in high regard by their peers, give back to their community through charity or pro bono work, and adhere to the highest ethical standards.

Fisher joined INDA in 2022, he previously held senior government affairs positions at the Pet Advocacy Network and the National Automatic Merchandising Association. His work at INDA has included interfacing with lawmakers, regulators, and stakeholders at the state, local, federal, and international levels and participating in UN negotiations regarding the ongoing Global Plastics Treaty. He serves on the board of directors of the Washington Area State Relations Group (WASRG) and in 2022 was appointed by the Governor of Virginia to the Virginia Rare Disease Council.

The Chief Creative Officer is the lead within the adidas design community and is responsible for shaping, defining, and shepherding the creative direction for the global brand and its three major labels – Performance , Originals, and Sportswear – to deliver a unified adidas brand experience. Willis will begin his contract beginning of April, reporting to Executive Board Member of Global Brands, Brian Grevy.

Willis is a creative visionary with a long-standing connection to adidas that dates back to 2005, most notably through his role in the concept and development of adidas by Stella McCartney in partnership with Stella McCartney He has remained integral to the growth and development of the partnership since its launch.

Beyond adidas by Stella McCartney, Willis has built a strong understanding of the company’s consumers, brand, labels, and categories through his work on a number of breakthrough projects, including a lead role in developing some of adidas’ most iconic material innovations.

Outside of his work with adidas he is revered for his tenure as Creative Director of British fashion heritage brand, Hunter, transforming what was a small single product business into a multi-category global fashion brand, and as co-founder of the trailblazing Wallpaper* Magazine. It is through this diverse experience that Willis brings not just creative expertise, but the ability to deliver across commercial, strategic, and leadership functions.

As Chief Creative Officer at adidas, Willis will provide global creative leadership, develop and nurture the brand’s creative culture, and empower teams across all design functions.

“Stepping into a permanent role at adidas and evolving our partnership is a great privilege and feels like an incredibly exciting and natural next step,” said Willis. “The power and influence of the brand on sport , sports culture, and beyond is immeasurable. I welcome the opportunity to help establish a new era of design and brand leadership at adidas and, together with the team, take adidas to even higher levels.”

“Alasdhair is a true icon of the industry and together we have produced some of adidas’ most innovative work, so to now have him lead our design community and set the future of our brand expression is a wonderful thing,” said Executive Board Member of Global Brands, Brian Grevy. “We are looking forward to seeing the influence of his unique creative vision, experience and expertise from developing and establishing some of the world’s most recognised brands.”

• DushaGreya is a well-known brand from talented Moscow-based designer, Natalia Dushagreya, who puts her all into her unique creations.

Combining her outstanding creativity with cutting-edge digital printing technology, Natalia has been delighting women with eye-catching, comfortable clothes, which boast unparalleled individuality and vivacity for several years. “The quality of digital prints surpasses that of traditional fabrics, both in the variety of colour compositions and in the contrast and clarity when printing small details or complex geometric elements. Digital technology makes it possible to achieve exceptionally smooth colour transitions, which is almost unattainable when using analogue printing methods. As a designer, I make sure to fully leverage the advantages of digital printing when designing and producing my collection”, says Natalia.

By the time the DushaGreya brand begun, Natalia and her like-minded associate and father, Alexander Kordovatov, already had experience in the field of sublimation printing and knew that printing on fabric for subsequent tailoring would be carried out using this technology. However, no third-party performers could be found that would meet the quality and deadline requirements of the brand, so they decided to purchase new equipment and start printing at their own site. 

Alexander says. “We also found out that Smart-T (Mimaki's distributor in Russia), the supplier of this equipment in Moscow, is highly rated by the industry community and customers due to its professional expertise, first-line service support, and highly qualified engineers.” At the end of 2019, Smart-T installed the highly anticipated Mimaki Tx300P-1800 direct textile printer at the DushaGreya facility. Today it prints fabrics for dresses, skirts, T-shirts, fleeces, jumpers, hoodies, trench coats, and other midwear.

"Mimaki Tx300P-1800 is the only printer in the Mimaki line that allows us to print on natural fabrics without pre-processing,” Alexander comments. “This gives us the ability to produce short, original print runs at no extra cost, which is vital in achieving our goals. The TP400 pigment inks used in this printer have an expanded colour gamut, so the prints are always bright and saturated.”

• Protective masks, everyday masks, disinfecting wipes and surgical gowns are goods in demand in times of corona.
• In their manufacture, textile machines are at the beginning of the production chain.

The production of the textile raw material is the first step of the usually multi-stage production processes. Members of the VDMA Textile Machinery Association are at the beginning of this technological chain.

The production of protective masks starts with the manufacture of the filter material, which for surgical masks as well as FFP2 and FFP3 respirator masks consists of fine-pored nonwoven fabric to intercept coronaviruses. In addition to the systems, machines and components used for this purpose, measurement and control technology ensures the highest quality of important parameters such as basis weight and air permeability. Nonwovens used for respiratory masks have to meet the same high-quality requirements as the masks – to ensure the protection of the mask wearer.

Members of the VDMA Textile Machinery Association have reacted to the new market requirements in a very short time and developed new technologies for knitted, warp knitted as well as woven mouth and nose masks that can be produced without the need for sewing. For surgical masks, FFP2 respirators and social distancing masks, a wide variety of other materials and combinations of materials are used (nonwovens, woven fabrics, knitted or warp knitted fabrics and laminates thereof). Elastic bands are required to wear the masks and several association members provide technologies for their production.

Materials for masks can be treated with textile chemicals to make them antiviral and antibacterial. For this purpose, the VDMA member companies offer application systems which apply the corresponding chemicals to fabric webs. As already mentioned, quality assurance is extremely important for medical products. For this purpose, member companies of the VDMA offer software systems with which each mask can be traced through the entire production process.

VDMA members also offer solutions for the assembly of respirator masks, some of which were developed at short notice. These solutions enable respirators to be produced that meet the relevant standards and the highest quality requirements of customers and market surveillance. This applies to systems for the production of surgical masks and FFP respirators. At the end of the production chain, machines are used to pack masks in single or multiple packs.

In pandemic times, the demand for protective gowns (so-called surgical gowns) also increases. The same applies to disinfecting wipes. For these textile products, too, VDMA members manufacture tailor-made machines for production through to packaging. The quality of the products is ensured by means of measurement and control technology.

In the wake of the corona crisis, VDMA Textile Machinery has launched a new series of web events called "Textile Machinery Webtalk". Here, experts from up to four VDMA member companies present their innovative technologies on a specific topic in a maximum of 90 minutes and are available to answer questions from participants. The presentations are held in English. Participation in the web events is free of charge.
Topics of the first two webtalks were:
"Technologies for the production of melt-blown nonwovens for respiratory protection masks (FFP masks and surgical masks)."
"Technologies for the production of respiratory protection masks (FFP masks and surgical masks)."

The format is well received. Around 180 people from more than 30 countries took part in the first two webtalks. With this format, the VDMA reaches both textile and nonwovens manufacturers who already manufacture these products and companies that want to invest in new business areas.

The next webtalk will take place on 23 July 2020 from 14.00 to 16.00 (CEST) on the current topic "Technology solutions to produce fully-fashioned community face masks." Experts from KARL MAYER, STOLL by KARL MAYER and Jakob Müller will be presenting their technologies for producing everyday textile masks to an international expert audience. Interested parties can register here.

Sustainability is part of SEEK’s internal make-up and has always been part of the team and community experience. Over 80 sustainable brands make up the brand portfolio, including players like Veja, Dedicated and Kings of Indigo. Experts will be sharing their experiences on this market-defining topic as well, with a host of live podcasts, talks and panel discussions, and will be shaping SEEK’s programme of content.
 
BIG PLAYER: the new SEEK Culture
 
SEEK is Europe’s most successful trade show for pop, street and sneaker culture. This is where the key players meet, where the looks of tomorrow are showcased, modelled and retold, where classics are celebrated, authenticity rules the roost and where icons take their positions alongside shooting stars. SEEK is essential participation for anyone looking to curate a modern, youthful and relevant range.

The shift from a niche event to a large trade show is now complete with a new logo and campaign design. SEEK has emerged from its transformation to reveal that its content and visual look are as relevant as ever!  

Together with creative agencies Karl Anders and Haebmau, the SEEK team has been working for weeks on the brand’s new branding. The result: a visual concept with a strong message.

“The handshake is the right imagery and commitment to our stance and that of the SEEK community.”

“SEEK stands for strength and business just as much as for communality and good vibes! ‘Get Along’ articulates a feeling of agreement, of moving forward and getting to grips with things. We all want to shape a positive future for our industry – as partners and by joining forces.”, explains Fashion Director Maren Wiebus.

CREATIVE CONNECTION: Karl Anders and Haebmau
 
The Hamburg-based agency Karl Anders, which was established by Claudia Fischer-Appelt and Lars Kreyenhagen, was commissioned to come up with the creative concept and design language for the logo and campaign.

“With the new look we are entering a new era for SEEK as a brand. Lots of brands have chosen a design using Helvetica in recent years,” says Claudia Fischer-Appelt, Creative Director at Karl Anders. “We are now signalling a clear shift in another direction. Confident, bold and independent. With the logo we are inviting the viewer to play with the linear layout in their head; we are breaking viewing habits, making a statement and revving things up a gear. SEEK, there it is.”
 
The artwork is the result of a process of in-depth debate with the SEEK brand that took place over several weeks both within the team and also with the support of lifestyle agency Haebmau. Workshops, research and analyses ultimately led to a new, strong brand identity. SEEK is focussed on both established and new players and stands for the WE.

“I have known SEEK since it was in its infancy, so to me it was always like a little brother of the large, successful PREMIUM. Quirky and different, always interesting but somehow not quite so imposing,” says Markus Bublitz, Executive Creative Director at Haebmau. “SEEK today is more grown-up, confident and sharper. Thanks to its position in the market, which it has conquered over the years, it no longer needs to please everyone but can afford to be controversial. This can offer space for new, creative ideas.”

SEEK is edgy, clean-cut and unpolished.

We are all about statement design, new classics, denim and sportswear. SEEK is the trade show event for the fashion community. SEEK knows who calls the shots; it boosts sales and is the place for the next generation of decision-makers to get together. Unlike all the others, SEEK is unconventional and the antidote to boring.