On account of authenticity and because of the quality Japanese denim, Boy Bastiaens decided to package the jeans as sushi. Every pair of trousers is rolled up in a little bamboo mat fastened with Velcro. Packaging plays an important role in Atelier LaDurance ’s brand communication. The bamboo packaging evokes the same feeling of authenticity as the denim and also provides the same tactile experience.

There is a remarkable red thread of inventive, lo-tec and inexpensive material packaging designs that ties the brand identity of Atelier LaDurance together. Like, for example, the promotional Japanese Denim packaging which is used as a site-specific medium and developed for the retail environment. Its design is associative by means of an elegant simplicity that shows product and packaging, becoming one object.