In partnership with
Not long ago, I came across a LinkedIn post by a professor at the Fashion Institute of Technology (FIT). The post described a collaboration between FIT students and a textile brand, and it immediately caught my attention. Curious, I reached out and asked a few questions. The professor explained that this kind of brand–university partnership isn’t entirely new; in fact, it has been attempted in various forms before. Yet what struck me was how difficult it can be for international brands to try something similar in the U.S. Without the right networks or connections, most overseas companies don’t even know such a path exists. That realization sparked an idea.
When an international brand enters the U.S. market, the usual path is straightforward—open a store, launch an ad campaign, and hope consumers take notice. But there’s another, more creative way forward: partnering with American universities to spark collaboration, nurture young talent, and build authentic connections with local communities.
Contest Flyer
Take the ongoing collaboration between Boll & Branch, a New Jersey–based textile brand known for its sustainable cotton, and students at FIT in New York. Boll & Branch has provided their signature fabrics, and FIT students are currently designing with them in a campus-wide competition. The contest is still underway, but already it has sparked fresh, unexpected design ideas that push the brand’s materials into new creative territories. For the students, it’s a rare chance to work directly with a recognized company, test their ideas in a real-world context, and compete for recognition and prize money. For the brand, it’s an opportunity to gain new perspectives and visibility among young consumers.
This type of partnership does more than generate buzz. It creates a two-way bridge: brands gain fresh design perspectives and visibility among young consumers, while students gain opportunities, portfolios, and sometimes even jobs. It’s not just a marketing exercise—it’s a mechanism for local job creation and skill-building.
Now imagine scaling this model beyond Boll & Branch and FIT. What if brands from Korea, Africa, India, or Latin America launched similar collaborations with universities across the U.S.? Each partnership would bring a different cultural lens, expand brand recognition, and help campuses become laboratories of global creativity. And for American students and communities, it would open doors to professional experiences that prepare them for a globalized economy.
Perhaps the most exciting part is that this model isn’t confined to fashion and textiles. The same approach could be applied across consumer packaged goods (CPG): food, beauty, lifestyle products, and beyond. A global snack brand could sponsor a culinary contest at a hospitality school. A skincare company could partner with chemistry and marketing students to reimagine formulations and campaigns. The principle remains the same: leverage the classroom as a site of collaboration, bring international voices into local communities, and create opportunities that ripple out into the job market.
Consumer Packaged Goods (CPG) refers to products that are used daily by consumers and require regular replacement or replenishment. They are typically sold quickly, at relatively low cost, and are widely available through retail, e-commerce, and wholesale channels.
Key Characteristics of CPGs:
High turnover: Products are consumed quickly and need frequent repurchase.
Low unit cost: Usually inexpensive compared to durable goods.
Mass-market appeal: Targeted at broad consumer bases.
Brand-driven competition: Marketing, packaging, and brand recognition play a big role in consumer choice.
At its best, this is more than collaboration. It is a way to reimagine globalization—not as a top-down import of products, but as a shared process of creation that benefits brands, students, and local economies alike.
Editor’s Note:
Globalization often evokes images of products shipped across borders, but the real power lies in collaboration and human connection. In this issue, we explore how international brands can work with U.S. universities to foster creativity, provide students with hands-on experience, and generate local opportunities. The ongoing collaboration between Boll & Branch and FIT serves as a model for how thoughtful partnerships can benefit both brands and communities. This story reminds us that innovation isn’t just about technology or marketing—it’s about creating meaningful interactions that shape the future of work, culture, and commerce.
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