VF Corp. opened its Tokyo Design Collective (TDC) and a regional office in Tokyo’s Harajuku district—the new home for VF’s Dickies, Timberland and Vans brands—and where the TDC team will work.
The TDC office reinforces VF’s commitment to infusing Japanese product design and craftsmanship into its global brands.
“Our TDC and brand teams in Japan are incredibly excited about our new home in the heart of Harajuku and the role it will play to drive a global brand halo through what we call our ‘Japan for Japan for the rest of the world’ strategy,'” said Mitch Whitaker, president of North Asia and Tokyo Design Collective. “We will use this new center to inspire new design concepts that not only connect with the Japanese consumer but will translate and gain traction in other global markets as well.”
The TDC has an in-house design team that includes freelance designers, artists and Japanese brands to develop and promote new Japanese fashion. It will also serve as a global hub for design talent through its “Design in Residence” program, where designers working across VF’s global brands can live, work and create. The resourced design studio is engaged in new projects, which will launch later this year.
“The launch of the new Tokyo Design Collective represents an exciting new chapter in the global expansion of the Dickies brand,” said Lance Meller, global brand president, Dickies. “We look forward to taking advantage of the incredible design talent and commitment to Japanese craftsmanship these teams will enable, as well as the valuable consumer insights we can capture in this trend-setting market to accelerate growth in Japan and markets around the world.”
