Avery Dennison’s
Brand Partnerships Program

To enrich thinking,
to co-create, to innovate.

We believe in the power of collaboration to spark innovation and drive sustainability forward. That’s why we continuously partner with influential designers and brands who share this vision as well as our commitment to safeguarding the welfare of people and the environment. Collaboration provides us with the opportunity to discover new ways to employ our groundbreaking solutions, gain meaningful industry insights and deliver these innovations directly to our customers at scale.

Our Goals

SUPPORT emerging designers and brands who are bringing greater innovation and sustainability to the apparel and footwear industry.


CO-CREATE exciting showcases of Avery Dennison solutions via creative projects in partnership with carefully selected partners that ultimately will help us to promote collaboration and innovation on a global scale.


INNOVATE new solutions in answer to industry needs and challenges, using the partnerships as a platform to gather industry insights and help to further drive sustainable branding solutions.


COMMUNICATE our collaborations to raise further awareness for these groundbreaking brands and designers doing such pioneering work.


Discover our current partners and recent projects below.  



Inspiring Teams & Supporting Dreams

For refugees, sport is much more than a leisure activity. It’s a way to cope and connect in challenging circumstances. That’s why Avery Dennison joined forces with the Klabu Foundation to create a sustainable sports club in Kenya. The Foundation funds new sports facilities, buys equipment and trains local sports managers. Avery Dennison were proud to pitch in, supplying embellishments, hangtags and packaging for the Klabu kit that’s worn by the staff, managers and players.



Spreading The Love Of The Game

For Veniceball the name says it all. Venice beach is a legendary hub for outdoor basketball. Veniceball originally united the best hoopers from around Los Angeles but it has now turned into a global movement. Alongside their signature summer league they host vibrant events all over the world to spread the love of basketball. Their groundbreaking HOOPBUSTM launched in 2020 and is already iconic, hitting the road with their teams of world class hoopers, artists, and content creators on epic, cross-country tours; hooping, inspiring, and spreading the love of the game everywhere they go!


Rescue, Reuse, Reimagine

The R Collective is a social impact upcycled fashion brand with a mission to create beautiful clothes using waste materials. It was born from Redress, the pioneering Hong Kong based charity working since 2007 to reduce waste in fashion. The collections are created by rescuing the fashion industry’s excess materials, which were destined for landfill, incineration or downcycling. The R Collective seeks to unite innovative design with responsible manufacturing and labelling to reduce climate impact and clean up consumer care habits. As a result, our partnership with The R Collective is focused on intelligent labelling, engaging consumer care campaigns and sustainable core branding.



Traditional Meets Experimental Denim

Avery Dennison is proud to partner with one of the denim industries most innovative denim leaders, Japanese brand, FDMTL. Gaku Tsuyoshi, brand founder and creative director, blends traditional denim techniques with innovative, new technologies to create unique indigo ranges. The brand is based out of Tokyo with their own store based in the trendy Ebisu area. FDMTL stocks it’s own ranges of limited edition pieces as well as various collaborations with brands such as Vans, Masterpiece, ASICs and New Era, just to name a few, making the store a destination for denim-heads. Our ongoing partnership with FDMTL focuses on pushing the boundaries of originative fabric design and exploring new forms of craftsmanship through our external embellishments.



Their Motto: Inspire To Be Inspired

Art Comes First [ACF] is a consultancy collective of designers, tailors, photographers, art directors, musicians & rebels. Founded by Sam Lambert and Shaka Maidoh, former Savile Row tailors, the duo seek to provide creative nourishment and inspiration through dynamic collaborations in art and fashion. Their expert understanding of the magnetism that intrinsically binds art and fashion comes directly from their clear admiration of the history of craftsmanship and a deep seated respect for the future. Through our partnership with Art Comes First we explore branding innovation through a series of collections and events - aspiring to tell powerful stories whilst blending together the worlds of fashion and art.


Progressive and Intelligent Design Solutions, Without Compromise.

ATID is the creation of Alexander Taylor Studio, a design and innovation consultancy based in London. It is a platform for the studio to present its latest concepts and products; the most progressive and intelligent design solutions, without compromise. Each ATID product is designed in London, then developed and upscaled in collaboration with industry-leading factories, labs and material specialists. The design process is centred around ways in which factory and designer, as well as industry and aesthetic, can collaborate to create new ways of problem-solving. ATID pieces are exclusive and limited in number by their very nature. Whether they are made from leftover material from a partner factory, knitted in a new bio-yarn only available in a limited quantity, handcrafted in collaboration with their partner atelier in Paris or because they are exposing alternative system solutions.


Where Sport & Style Team Up

The Soho Warrior are an authentic voice in soccer culture. A creative community, formed in 2010 in London, the club has developed a worldwide audience and fanbase, known as one of the leading groups promoting football culture on and off the pitch. From producing exhibitions, traveling across the world to compete in tournaments, and testing products for a whole host of brands, the team is at the heart of football culture. They have worked with a range of brands to promote football across the world, partnering with leading sports, travel, and fashion brands to make interesting content around football that breaks away from the normal commercial hype.


Sports Streetwear With Seoul

Nivelcrack is a Seoul-based performance-wear brand, creative studio, and football team with a passion for the global game. Their designs mix head-turning football fashion with street credibility, appealing to those who want to be noticed, both on and off the pitch. Their recent collections and partnerships have seen these incredible creatives team up with some of football’s best-known brands. Already attracting attention from the likes of Hypebeast, FourFourTwo, and Soccerbible, Nivelcrack is quickly becoming a football and fashion force. Their first flagship Seoul store opened in October 2019, stocking Nivelcrack products alongside a curated selection of other football brands, products, and magazines. And it’s this creative approach, collaborative nature, and cutting-edge styling that’s marking out Nivelcrack as a team with an exciting future.

New season and new style. With the new season on the horizon, Nivelcrack are gearing up to launch their new league kits. From designers to photographers, chefs to artists, their team is made up of ordinary people with an extraordinary love for the sport, and the style. As a supporter of their communal, collaborative ethos, we jumped at the chance to get involved. Avery Dennison produced the kit’s signature crest with a metallic finish. Because we share Nivelcrack’s vision to make football as accessible, creative and diverse as possible.


Art, Fashion & Customization For A Cause

4bysix is a London based streetwear brand aimed at tackling homelessness through a variety of creative projects and collaborations. 4BYSIX collaborates with artists and designers to fund projects supporting good causes. They are much more than your average t-shirt brand and their mission is to raise awareness and inspire other artists and brands to try and give back too. They create limited edition pieces of art and fashion; and since the beginning, they have sold a line of 4BYSIX t-shirts and hoodies to raise funds in association with partner charities.


Playful, Simple, Contemporary: The London Based Footwear Brand Reimagining Our Everyday Staple

Primury is a contemporary unisex footwear brand and lifestyle collective. Established in London in 2014, the collective aims to embrace multidisciplinary fields such as photography, art and technology while they reinterpret and modernize classic sneaker ideals. The brand takes its name from the word “primary”, the idea of the earliest time or order. The shoes themselves are hand-crafted in Portugal and offer a paired back twist on archetypal shoe styles such as the school plimsoll, the oxford and the golf kiltie shoe. The Primury collective share a desire to develop products that become everyday staples, with their playfully simple and do-it- yourself approach to design.

The Primury collective share a desire to develop products that become everyday staples and as such, they pride themselves on their playfully simple and do-it- yourself approach to design. Their first collection (Zero) was picked up by Dover Street Market London and some of their other globally renowned stockists include Dover Street Market London, New York and Ginza, I.T Hong Kong and Beijing, SSENSE, LNCC, Goodhood and Matches online.

Primury and Avery Dennison Apparel Solutions have a shared passion to create products, which drive innovation and push industry trends forward whilst simultaneously maintaining the ability to produce functional everyday staples that answer market needs. Together we have brought to life the brand’s playfully simple and do-it-yourself approach with photographic masking tape heat transfer graphics, 3D raised silicone patches, specialty yarn Component Weave™ and more. Explore the below collections featuring a curated selection of inspiring new branding developments from our special project collaboration with Primury.

Om Baby

Playful, Simple, Contemporary: Hand Printed In India - Handmade In England

Om Baby is an independent London based children's wear brand, passionate about woodblock printed textiles and sourcing materials from artisanal print houses in Rajasthan, India. The brand prints the cotton by hand with natural and eco dyes using the same techniques used in India for generations. These small runs of cloth are then shipped to London where all garments are made-to-order to help eliminate waste. All the garments are mindfully designed for children's comfort, using the softest natural cottons, combined with loose shapes.

The collections support the crafts people of India, whilst the styling gives the clothing a distinctly contemporary European twist. All orders support Om Baby's chosen charity, Educate for Life; providing schooling, healthcare and food for children in the area where the fabrics are made.The Om Baby ethos champions transparency and making it a necessity to know who makes your clothing and the process behind it. We have collaborated together on a range of sustainable branding from cotton labels with eco-friendly inks to kraft packaging with natural finishes.


Fusing Art & Fashion

Drawing inspiration from the contemporary art and energy of New York City, Rochambeau was established in 2011 to develop curated menswear. Led by creative director Laurence Chandler, collections are created in-studio with globally respected artists, exploring innovative ways to bring art and fashion to some of the world's most respected boutiques. Collaborations, including those with Yung Jake and Aaron Curry, have placed the brand into cultural institutions such as the New Museum and Bass Museum. Avery Dennison's partnership with Rochambeau is a series of artistic collections and creative events.

Past Partnerships

Astrid Andersen 

Christopher Raeburn

Hiut Denim Co

Meet the Team

“Collaboration enables all partners to push the boundaries of creation and design. It enables us to prioritize innovation, explore new product solutions and formulate truly unique concepts. Ultimately, our partnerships advance our goals, to make progressive change within our industry and act as a force for good.”

Aysha Oliver, Senior Brand Development Specialist

“The value we place on creativity and collaboration through the Brand Partnerships Program allows for unique and special relationships to form with our partners. It’s a symbiotic relationship where everyone benefits from shared passions and goals. By enriching our thinking, co-creating experiences and innovating new solutions for the industry we get to make a positive change together, and together is without double the best way to make a real difference.”

Izzy Joly, Senior Brand Partnerships Specialist