SFU design student takes cash prize at Project OR – The Joy Trip Project

SFU design student takes cash prize at Project OR – The Joy Trip Project

Spurred by first-time prize package including a design contract and cash prizes, San Francisco State University student designer Amy Dorie won Project OR Cycle 7 at Outdoor Retailer Summer Market 2011 with a woman’s outfit, inspired by the outdoors and the Aventura brand.


Designed and constructed during the intense 48-hour concept-to-prototype student design competition, Dorie’s prototype garments earned her a $5,000 Aventura design contract for the Spring 2013 line, a $2,500 donation to San Francisco State University design school’s student outplacement program, a profile in Textile Insight and an all-expense paid trip to Winter Market 2012.


“I feel so fortunate to have been a part of Project OR,” said Amy Dorie, winner of Project OR Cycle 7. “Preparing for the competition, collaborating with the judges and designers onsite, and now meeting so many people in the industry has been invaluable.”

A distinguished panel of industry experts and trendsetters named Dorie’s denim capri and v-neck top the most stylish, comfortable, functional and versatile outfit for everyday use by Aventura’s target demographic, a full-figured, athletic, 30+ year-old woman.


The capri was primarily constructed from Schoeller performance denim. The capri also sported a YKK metaluxe zipper, pocket details trimmed in a floral 100 percent cotton voile and a contrast fabric facing, split opening on the base of each leg. Dorie’s coordinating v-neck top used an eco-conscious combination of burnout patterned cotton polyester and rayon made from bamboo and spandex.


The Project OR Cycle 7 runner up was Oklahoma State University student Nicole Naftzger. She designed a feminine wrap dress from an Aventura-provided organic cotton print. Dorie and Naftzger were one of six students selected to participate in Project OR.


“The student designers showed great creativity, especially with the added curve of designing with a specific lifestyle brand in mind,” said Tom Williamson, Project OR judge and Aventura vice president of sales. “Given the workmanship, the panel of judges felt the winning prototypes could hypothetically be brought to the booth and seamlessly incorporated into the current line.”

Ascent Douglas, an economic development program conducted by Douglas County, Nev., to market the area as a preferred site for “Outdoor Recreation and Lifestyle” company relocations, and Aventura, a lifestyle company and manufacturer of organic and eco-friendly women’s clothing, made Project OR history as the first-ever presenting sponsors that were not raw material suppliers.

“As a region looking to expand our outdoor recreation presence with manufacturers and become a new cluster for future development, sponsoring Project OR was a logical fit,” said Lisa Granahan, economic vitality manager for Douglas County. “Being involved as a sponsor of Project OR provided Ascent Douglas an up close look at the industry and enhanced our connections. We congratulate all the student participants.”

“Project OR amazes me with its ongoing industry-guided evolution,” said Kenji Haroutunian, Outdoor Retailer show director. “We started this program to share the stories of the raw material suppliers at the show. Now, with the additional involvement and interest from finished goods manufacturers and non endemic sponsors, Project OR made a quantum leap in providing a more meaningful experience for the designers, suppliers and the entire industry.”

Still to come, the winner of the People’s Choice award will be announced in the coming week in a news brief from Outdoor Retailer. Outdoor Retailer will present Project OR Cycle 8 at Winter Market, January 19-22, 2012.

By Maura Lansford, SOAR Communications


Photo Caption: Project OR Cycle 7 Winner, Amy Dorie, with her winning prototype garments.