The portion of the event that really had the crowd buzzing, however, was the customization lounge. Each attendee received a pair of SORELs, which they personalized using Avery Dennison’s cutting-edge customization tools.
"As we evolve our brand from winter men’s utility to a year-round women’s fashion focus collection, it’s important for us to show up at unexpected events, like SXSW, to launch our product,” shared Sasha Wallinger, head of Global Brand Marketing and Communications at SOREL. “Working with Avery Dennison to customize our footwear brings the potential of personalization to life for our brand.”
Personalization has great possibility, as attendees experienced, using Avery Dennison’s Agility® Heat Transfer and Woven Soft Seals solutions to embellish apparel and footwear in truly creative ways. Footwear is an emerging space for Avery Dennison, Rana Sidahmed, global creative director, Trends and Insights, Apparel Solutions, explained: “Our aim was to lean forward with SOREL to debut our footwear solutions and create a memorable customization experience. Through our collaboration and the SXSW network, we can keep exploring the future of personalization.”
As fashion and technology continue to merge, partnerships with groups like SXSW will become increasingly important. SXSW, which aims to help creative people achieve their goals, can serve as a valuable conduit for sharing information and sparking new ideas. Companies like Avery Dennison and SOREL are taking advantage and bringing together key players across industries to imagine what’s possible. Creating customized, one-of-a-kind fashion is only the start.
