Toyota’s Scion Hits Runway with Sportswear
Toyota’s Scion brand unveiled a line of sportswear at a celebrity charity golf invitational last week.
The three-day Scion Release Invitational was held in Arizona and included a fashion show to showcase the Release Collection. Key influencers in music, fashion, film and sports attended to view the sportswear collection designed by Blue Davis and Jupiter Desphy. The line is targeted toward urban youth.
Both Davis and Desphy were selected to design the collection through a nationwide designer search, which began in 2004. Sixteen designers were asked to submit concepts for the new clothing line. Scion representatives narrowed down the submissions to the top five concepts, which were displayed at a Scion lounge within a street wear section of a tradeshow in Las Vegas. Based on reaction from showgoers, Davis and Desphy were selected to receive the $10,000 cash prize and to create the Release Collection.
“Scion always strives to innovate and support promising talent,” said Jeri Yoshizu, Scion sales promotions manager in a statement. “With the launch of the Release Collection and the golf invitational, we hope to continue our tradition of creating new experiences and providing a platform for talented artists.”
Scion placed cars on site during the event and one car was auctioned at a closing dinner.
The clothing line can be obtained at Scion.com. Consumers are notified about the line through Scion, a 800,000 circulation magazine.
The Torrance, CA-based campus of Toyota’s Scion produced the event in collaboration with Malbon Brothers Farms, IMG and Beyond Marketing.
