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CRAFT FACTORY

Press Release   •   Sep 29, 2014 09:26 GMT

CRAFT FACTORY IS AN INNOVATIVE DESIGN-ONLINE TOOL AND THE LATEST STEP IN THE SWEDISH SPORTS BRAND’S DIGITAL VENTURE. IN THIS CREATIVE SPACE TEAMMATES, FRIENDS AND COLLEAGUES CAN SHARPEN THEIR IDENTITY AND BOOST TEAM SPIRIT DESIGNING THEIR VERY OWN, UNIQUE AND COLORFUL APPAREL.

Online tools that allow users to design their own outfit are usually restricted to basic sportswear. Not so anymore.A giant leap in the world of design online, CRAFT FACTORY offers highly functional apparel worn by elite athletes, which means that sports enthusiasts on any level now can enjoy the benefits of the world’s finest sportswear. 

“This is the first tool that truly focuses on the user,” says CRAFT’s CEO Jonas Peterson. “When we started building the FACTORY our ambition was to invite the user to our manufacturing process, to let him or her choose fabrics and styles with no limitations. I’m glad to see that our ambition came true and resulted in a fantastic design-online experience."

CRAFT FACTORY is an easy-to-use, full-access tool. Just select the outfit of your taste and then splash it with your colors, patterns and attitude. Want to build your design from the ground up? Choose Full Custom and let your imagination run free. Need some design assistance? Select Semi Custom and the tool will help you build an awesome outfit.

The user focus also encompasses the product presentation, which includes 3D models that allow the user to see the designed product from all angles.

REVITALIZING THE BRAND’S DIGITAL PRESENCE
According to Peterson, CRAFT FACTORY marks the beginning of the brand’s focus on digital communication. “Next year we will launch a new brand website, which will include a thoroughly updated product presentation as well as online shopping,” he says. “And we will also continue to develop our seasonal campaign websites. All in all, CRAFT will gain a much stronger digital presence in the near future".

CRAFT FACTORY will open its doors to the public on October 20, offering Bike apparel for users on all levels. The sports categories Cross-Country Skiing, Track & Field and Triathlon will be added in due course.

WWW.THECRAFTFACTORY.COM

Craft is a Swedish brand specializing in clothing for endurance sports where performance and comfort are crucial for a good result. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers cutting-edge training and competition apparel.www.craft.se

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