For our "Behind the Product", or BTP as it will be referred to, we thought it might be interesting to look at our new DRI Collection in order to better understand what the catalyst for the Collection was, how it evolved and what transpired behind the scenes before it actually got to the store shelf.
Collections are conceived well ahead of delivery, so there's a lot that happens before a product is read for retail. The first thing we do is take a general look at the market, where we fit into it and what really inspires us at the time. We look at all of the current and upcoming trends to see where things are headed as well as using websites, shop visits, tradeshows, sales data and industry information to try to get a feel for what pieces we might be able to work into some new ideas that will work well with the PKG brand language. We want our product to be timeless and not something you'll bore of in six months. It needs to be relevant today, relevant five years ago, and relevant in another five years. Always keeping in mind the product end-user and how our products will make their commute, and in general their lives, better.
Read on to see how the DRI Collection progressed from initial sketches to a final product.
We also try to encapsulate each Collection ina paragraph. Who is it for? Why are we building it? How is it differentiated? How will add value to the end-user? Here was our initial design direction statement for the DRI Collection:
THE PKG DRI COLLECTION IS INSPIRED BY AND BUILT FOR THE URBAN DWELLING OUTDOOR ENTHUSIAST. NOW WHEN WE SAY OUTDOOR ENTHUSIASTS WE AREN’T NECESSARILY REFERRING TO MOUNTAIN CLIMBERS, WHITE WATER PADDLERS OR CROSS COUNTRY RUNNERS (ALTHOUGH THAT MAY BE YOUR SPORT OF CHOICE), BUT IN SIMPLE TERMS, WE MEAN PEOPLE WHO LIKE TO BE OUTSIDE. ACTUALLY, YOU MIGHT NOT EVEN WANT TO BE OUTSIDE, BUT SOMETIMES YOU JUST NEED TO BE OUTSIDE. WHETHER CATCHING A BUS, WALKING TO WORK, GETTING LUNCH AT YOUR LOCAL PATIO, OR SLOGGING THROUGH A RAINY DAY, YOU LIKE GETTING OUT FROM BEYOND 4 WALLS AND A ROOF. LIVING IN THE CITY HAS ITS INHERENT RISKS WHEN IT COMES TO CARRYING YOUR DIGITAL DEVICES AROUND TOWN. RAIN, SLUSH, SNOW, CAR SPRAY, BIKE SPLATTER, COFFEE SPILLS, WET SHOES AND BAGS JUST SITTING ON A WET SUBWAY FLOOR, ARE ALL ENEMIES OF YOUR DIGITAL DEVICE. THE PKG SPILL-PROOF COLLECTION WAS DESIGNED TO KEEP YOUR VALUABLE ELECTRONICS DRY, SAFE AND LOOKING GOOD THROUGHOUT THE YEAR AND NO MATTER WHAT THE WEATHER.
We typically start with a lot of great ideas (and some not-so-great ones), that get narrowed down through trial and error in the sampling process. Here are some of the guiding sketches and notes that were created during the DRI Collection design process. As we play around with various raw materials, we start to bring the technical feature set more to life.
We wanted to the DRI Collection to be a great alternative to more expensive leather and canvas bags that are typically quite heavy and can be quite cumbersome. Yet we still wanted the styling to be versatile, timeless and sophisticated so that it could be dressed up or dressed down. Therefore, we decided on a durable 3-ply laminated outerwear fabric that is lightweight, waterproof and breathable. For the interior we chose a custom 210D nylon that maintains the lightweight feature of the bag, is easy to clean, is durable and offers no-stick entry and removal of your digital devices and other necessities.
And as we move forward, the features become more refined.
THE COLLECTION IS INSPIRED BY THE BEST IN MODERN, URBAN OUTERWEAR, AND FEATURES WATER RESISTANT AND BREATHABLE EXTERIOR FABRICS, DURABLE AND EASY TO CLEAN INTERIOR FABRICS, SLIM AND TAILORED SILHOUETTES, HIDDEN SNAPS, COVERED ZIPPERS AND GENUINE LEATHER ACCENTS. SLIM FORM FACTORS, PADDED COMPARTMENTS FOR YOUR ELECTRONICS, EXTENDED FUNCTIONALITY AND MODERN FABRICS MAKE THE DRI COLLECTION THE RIGHT SOLUTION IF YOU’RE LOOKING FOR ADDITIONAL PROTECTION FROM THE ELEMENTS AND WON’T COMPROMISE STYLE FOR ADDED FUNCTIONALITY.
And from these drawings we end up with our finished product that you see on our website and below. For the DRI Collection we ended up with a starting collection consisting of 3 products in two clourways - the rollop pack (LB01), the slim brief (LB03), and the 13" sleeve (LS05). There will be more pieces to come this fall, so stay tuned!