Lifestyle apparel retailer VF Corp has launched its Tokyo Design Collective (TDC) and a new regional office in the heart of Tokyo’s Harajuku district. 

The office houses VF’s Dickies, Timberland, and Vans brands, as well as the newly formed TDC team. VF Corp said the TDC strives to strengthen VF’s commitment to incorporating aspirational Japanese product design and workmanship into its global brands.

The TDC, in addition to using the experience of an in-house design team, is also a network of freelance designers, artists, and Japanese brands dedicated to developing and promoting new expressions of Japanese fashion. The location serves as a worldwide incubator, including a “Design in Residence” program that allows designers from VF’s global brands to collaborate on projects.

“The role TDC will play to drive a global brand halo through what we call our ‘Japan for Japan for the rest of the world’ strategy,'” said Mitch Whitaker, president of North Asia and Tokyo Design Collective. 

“We will use this new centre to inspire new design concepts that not only connect with the Japanese consumer but will translate and gain traction in other global markets as well.”

VF Corp also noted TDC’s fully resourced design studio is already working on new projects across VF’s brand portfolio, many of which will launch later this year.

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