New line of hydration bottles and lunch kits launches exclusively at Target
ROLLING MEADOWS, Ill. (December 15, 2010)
Thermos®, the leader in product design innovation in the food and beverage storage category for over 100 years, is announcing a new collaboration with the community-driven design platform, Threadless®, on a new line exclusively for Target and Target.com. Threadless, the innovative website that uses its online community to crowdsource designs from over 100,000 artists around the world has grown into a social media powerhouse in just 10 years—boasting over 1.5 million followers on Twitter alone. The line of hydration bottles and lunch kits, dubbed Thermos + Threadless, will feature the cutting-edge contributions of these artists, appealing to a powerful and loyal fan base with this unique mass retail offering.
“Any time a brand can amass over a million followers on Twitter, it has definitely hit a nerve with its target consumer and proven its mass appeal,” said Rick Dias, President and Chief Operating Officer at Thermos. “Thermos is thrilled to be able to bring the amazing designs of the Threadless artist community to a new audience on our quality Thermos brand products.”
Threadless artists submit their designs to be voted on by the community of nearly one and a half million members to help decide which designs become Threadless t-shirts sold on Threadless.com, as well as the designs that will be on the Thermos + Threadless line of products. Each product in the new line will feature an “Artist Statement” on the packaging detailing the inspiration for the selected design and giving context to the bold graphics. Modern designs like “Funkalicious”, a retro 70’s-inspired throwback, and “Fake Pandas Have More Fun”, convey the fun and often slightly irreverent style that has become Threadless’ signature.
“We’re very excited to partner with Thermos and give our artists a fantastic opportunity to showcase their designs on awesome Thermos products,” said Jake Nickell, founder of Threadless. “Partnering with an iconic brand like Thermos, known for its heritage and focus on quality, just makes great sense from Threadless’ perspective,” said Wilson Fong, Business Development Director of Threadless.
The Thermos + Threadless line will be launching 8 designs on 24 ounce BPA-free stainless steel hydration bottles and 6 designs on PVC-free lunch kits at Target and Target.com in late December 2010, and will be supported by dedicated product information pages on both Thermos.com and Threadless.com.
Founded in 2000 by entrepreneur Jake Nickell, Threadless has evolved from an online t-shirt design company into an international community-driven design platform featuring merchandise designed by and for its fan-base of nearly one and a half million members. Considered the "poster child" of crowdsourcing, Threadless boasts a diverse community of designers, artists and general consumers from around the world who submit and vote on designs for ongoing competitions. Winning designs are produced and available for sale at Threadless retail locations and online store, and the winning designers receive $2,000 plus a $500 gift certificate. Threadless integrates its passionate, authentic and highly active community into every aspect of its business and continues to offer them new design opportunities through strategic partnerships with major brands including Thermos, Disney, Dell, Griffin and Havaianas. Learn more at Threadless.com
About Thermos L.L.C.
Since 1904, Thermos has provided unique solutions for keeping food and beverages hot, cold and fresh. Today, Thermos is a global manufacturer of an expanding range of innovative portable food and beverage containers that provide a more comfortable, enjoyable eating and drinking experience for people on the go. Hot Matters™. Cold Matters™. It Matters™. www.thermos.com