‘Real Leather. Stay Different.’ Design Competition Kicks Off in China

Global competition celebrates the versatility, beauty and sustainability of U.S. hides and leather

Washington, DC, November 17, 2019 – “Real Leather. Stay Different.”, the worldwide campaign that celebrates the versatility, beauty and sustainability of U.S. leather, announced the launch of its first-ever Global Design Competition in China. The competition, which is co-organized by the U.S. Hide, Skin and Leather Association (USHSLA) and China Leather Industry Association (CLIA), will provide an exciting forum for design students from prestigious Chinese design universities to develop and produce trend-setting, inventive and inspiring leather consumer products.

Design students participating in the competition will feature U.S. hides and leather in their designs across several categories: apparel, bags, footwear and fashion accessories. Leather can be used exclusively or in combination with other natural materials suggested by contestants, but must be the principal material of the final good produced.

Seven well-respected Chinese design universities have agreed to participate in the competition: Tsinghua University, Beijing Institute of Fashion Technology, Zhejiang Industry and Trade Vocational College, Zhejiang University of Science and Technology, Art and Design College of Wenzhou University, Guangling College of Yangzhou University and Guangzhou Panyu Polytechnic. Contestants are encouraged to create unique, compelling designs that promote the use of leather now and in the future, to set global trends for style-conscious fashion consumers.

The competition will take place in two phases. First, designers will submit sketches from mid-November through the end of December 2019, after which 45 designers will be selected by a judge panel comprised of local leather experts and fashion designers. During the second stage of competition, scheduled to take place February – April 2020, selected contestants will make real leather product samples based on their design submissions.

Winners will be honored at an award ceremony hosted by USHSLA and CLIA at the Beijing Institute of Fashion Technology during the first week of May 2020. In addition to receiving Certificates of Excellence, cash awards and attendance at the award ceremony, winners will receive exclusive training opportunities in the U.S. in July/August 2020, sponsored by USHSLA.

USHSLA will engage a local public relations team to capture the progress of the competition. Photos, interviews and videos detailing the progress of the competition will be featured on the “Real Leather. Stay Different.” WeChat platform, at https://chooserealleather.com/ and on both associations’ official websites.

About USHSLA. 

USHSLA is a full-service industry trade organization promoting the interests of the U.S. hides, skins, and wet blue leather products industry. Founded in 1979, the association provides its members with government, public relations, and international trade assistance and support. USHSLA is a cooperator organization under the U.S. Department of Agriculture’s foreign market development programs, with a primary mission to promote the export of these agricultural products to the global leather and leather products industry.