from generation to regeneration

how do we...

preserve memories?

4 days 4 months

12 months

Collection of sentimental baby items

Heirloom dress

Shadow box of infant onesie and items

8 months

how do we...

sharefamilyhistory?

a storyclothing can tell us...

f a t h e r :

b i r t h d a t e :

w o r k :

f a v o r i t e m e m o r y :

3

d a u g h t e r :

b i r t h d a t e :

a m b i t i o n :

f a v o r i t e m e m o r y :

g r a n d s o n :

b i r t h d a t e :

h o b b y :

f a v o r i t e m e m o r y :

People are hungry for stories.

It’s part of our very being.

–Studs Terkel

It goes from one generation to another.

akin shares stories by reusing sentimental fabrics. It is our vision that our communities will embrace timeless, well-made children’s clothing that can be valued for generations and abandone our current “throw-away” culture. akin also offers sewing-reuse workshops to the community to expand the reach our values.

Regional like Matilda Jane Clothing > but softer voice

Handmade feel like Hallmark Baby > but more abstract

Retro like Little Bird > but less imitative

Values Style Positioning

Family Quality Craft Creativity Reuse Education

Traditional Timeless Sentimental Handmade

will people pay higher price for...

handmade clothing?

79 of 80 survey respondants said they would

save their children’s clothing after they grew

out of it for one of the following reasons:

• it was made by a family member

• it was a special gift

• to save for future children

• sentimentality

We think they will, because... we’re not just making clothes.

we create heirlooms

targetfunctionalakin provides me with heirloom-quality clothing for my children and teaches me the skills to create my own heirlooms.

spiritualakin carries on the tradition of making clothing by hand and conneacts me with a heritage of craftspeople. akin promotes a culture of recycling clothing both by reusing materials and creating quality garments that can be handed down instead of discarded.

socialBeing associated with akin makes me seem creative and environmentally conscious. It shows that I appreciate handmade goods and support locally owned businesses. The clothes help me share my family history with others.

mentalakin teaches me to use my hands and my creativity to make quality goods. When I buy akin clothing I know my family legacy will be carried on.

we will connect with our audiences using these brand dimensions:

audiences?

who will be our...

n a m e

a g e

e d u c a t i o n

i n c o m e

o c c u p a t i o n

f i r s t e x p e r i e n c e

n a m e

a g e

e d u c a t i o n

f a m i l y i n c o m e

o c c u p a t i o n

v a l u e s

r e a d s

s h o p s

f i r s t p r o j e c t

n a m e

a g e

e d u c a t i o n

f a m i l y i n c o m e

o c c u p a t i o n

v a l u e s

h o b b i e s

r e a d s

f i r s t p r o j e c t

Name Birthdate

This garment has been worn by:

communicatehow we

Whether in person, printed or online, our message emphasizes the stories that connect us.