Concepts and Avery Dennison Collaborate to Create Customized Packaging for the Concepts x Nike SB Stores

Press Release

July 23, 2015

WESTBOROUGH, MA – Avery Dennison Apparel Solutions (NYSE: AVY), a global leader in apparel branding, labeling, packaging, embellishments and RFID solutions, is pleased to announce their latest collaboration with Concepts, the popular streetwear, skate and sneaker store known for retailing rare and limited-edition products. Together, Concepts and Avery Dennison Apparel Solutions created customized packaging for the release of the latest Concepts x Nike SB shoes, The Grail Collection, which will be available for purchase Saturday, July 25, online and at Concepts stores in New York and Boston.

The four limited edition boxes feature unique designs and innovative construction, titled the Puzzle Box, Tomb Box, Grail Box, and Stained Glass box, are “inspired by the grail and the earnest pursuit for something that is sought after,” according to John O’Connell, global head of market development and packaging for Avery Dennison. The Puzzle Box, for example, is crafted from pinewood and features a secret lock mechanism which users are challenged to solve in order to open the package.

The Tomb Box is created from cement and wood and weighs 11 pounds. “We wanted to blow the sneaker heads away with this collaboration with Concepts,” said John O'Connell. “These ingenious shoeboxes are totally unexpected and are as collectible as the sneakers inside.” The limited edition packaging and sneakers will be exclusively released online at and at two launch events in Boston and New York this week. The Boston launch party will be at the W Hotel on Friday, July 24, where customers will get a first-hand look at the new Nike SB collection.

The festivities will continue through Saturday, July 25, where the collection will be featured at Concepts’ New York City pop-up shop in SoHo. “We’re excited to introduce our customers and fans to our newest collection,” said Matt Osbourne, Creative Director and Designer at Concepts. “In collaboration with Avery Dennison Apparel Solutions, we have created packaging to tell a unique and customized story about The Grail Collection.”

About Avery Dennison Apparel Solutions

Avery Dennison Apparel Solutions, a global leader in apparel and footwear industry solutions, is a $1.6 billion division of Avery Dennison (NYSE: AVY). Avery Dennison Apparel Solutions provides intelligent, creative and sustainable solutions that elevate brands and accelerate performance throughout the global retail supply chain. We elevate brands through graphic tickets, tags and labels, embellishments and packaging solutions that enhance consumer appeal. We accelerate performance through RFID enabled inventory and loss prevention solutions, price management, global compliance, and brand security solutions.Based in Westborough, Massachusetts, Avery Dennison Apparel Solutions responsibly serves the global marketplace with operations in 115 locations, 50 countries, across 6 continents. For more information, visit

About Concepts

Concepts® opened its first store in 1996 in Harvard Square in Cambridge, Massachusetts. From their early beginnings in footwear, street and skate culture, Concepts always seeks to develop an original and diverse point of view as original retail curators. Authentically meeting and exceeding the expectations for their highly discerning audience and consumers. Concepts has evolved into one of the most respected cult stores worldwide, retailing rare and emergent products from opinion-leading brands around the world.

NIKE and CONCEPTS are trademarks of their respective companies. Other trademarks or tradenames are used for informational purposes only and are the property of their respective owners. 

Media Contacts

Emily Spiegel
Senior Marketing Communications Manager - Apparel Solutions
Mobile: +1 646.951.7780

Alicia Hart
Marketing Communications Manager - Apparel Solutions
Mobile: +1 646.877.3625

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Various trademarks and trade names are used herein and are the property of their respective owners.