Cone Denim’s new initiative supports upcoming brands and designers through the sponsorship and promotion of their work.
The Greensboro, N.C.-based company, which produces denim in Mexico and China, launched The Cone Collective, an online hub aimed at highlighting designers, brands and students who help tell Cone’s story using its denim fabric in their designs and art.
Accessible through Cone’s website, the hub features collaborators including recent work by Amsterdam-based designer Maria Gunnarsson and Guatemalan designer Juan Carlos Gordillo.
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Additionally, Cone is launching a brand ambassador program, where select individuals who align with the values of Cone Denim will have the opportunity to use the mill’s fabrics and various upcycled sales tools to create new products. Their designs will also be shared with Cone’s 39.5K followers on Instagram.
“The Cone Collective is a true passion project for the Cone Denim team,” said Caitlyn Holt, Cone’s director of sustainable product innovation and marketing. “We have watched on social media over the years as people do truly unbelievable things with denim. We hope The Cone Collective is a space where these voices are amplified and everyone can come for inspiration and community.”
Through this program, Cone hopes to inspire entrepreneurs and designers through the application and creative integration of denim. The collective will also serve as an educational tool and platform to expand its university engagements.
“Cone has maintained a strong connection with its audience on social media, particularly through Instagram,” said Adriana Tuttle, marketing manager for Cone. “We wanted to expand our relationship with them by presenting an opportunity to upcycle our inventory and garments to create something new yet still be representative of the brand and what it stands for.”
