GG Style Guide

Style Guide

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WelcomeWelcome

Welcome to The Gingerich Group’s first ever style guide.

What is in a Style Guide?

Our Style Guide aims to both inform you with desired features of

each brand, highlight our offerings and show you how our product

offerings can take you from office to recreation, weekend to

meetings and lunch to the golf course.

It is about finding a look that works for you. A look that not only expresses who you are, but expresses the image your prestigious accounts wish to portray.

Make sure your look speaks volumes.

The Style Guide is a glimpse into who the Gingerich Group is, and what we can do to best service you, the client.

GG Creative Director, Lauren Shirreffs, along with Karolina Kiraga and Charmaine Joseph have put together the following pages to showcase the looks of our proud brands on the streets, in the office, and in real life. We wanted to take a moment to bring together and showcase: Sunice & AUR apparel, Swiss Gear & Roots bags and luggage, Hamilton & Swatch watches.

Enjoy, and we look forward to your feedback.

Roger Gingerich

WelcomeWelcome

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The idea for the Style Guide is one of the many creative initiatives the Gingerich Group will be introducing this year. It is a glimpse into our brands, highlighting various tidbits from our popular Red Thread blog and showcases our creative services launching this year.

Going forward as a full serviced agency, we offer our clients amazing brand options, but also an opportunity to partner on projects such as: Visual Merchandising, Copywriting, Marketing Initiatives, Social Media Strategies, Fashion Shows and Industry Event Planning. I hope that this Style

Guide gives you a bit more perspective into who we are, who we so proudly represent and what we offer to better serve our valued clients.

Lauren Shirreffs / Creative Director

The Style Guide acts as an extension of the Gingerich Group’s branding, and as the world changes around us there is nothing more reassuring than a brand you can identify with. After all, The Style Guide is not only a representation of our products, brands and styles, but it is also a representation of each one of us at The Gingerich Group.

Having designed for various clients in the advertising, marketing and promotional industry, I was excited to work on a project that touches on all of my past experiences.

The key factor when designing the Style Guide was to ensure that the visual design, layout, typography and photography portrayed our team’s style and culture, and simultaneously exhibited the amazing Canadian’s we have featured.

I hope you enjoy flipping through the Style Guide. Each page showcases a sample of what we do, and who we are.

Karolina Kiraga / Graphic Artist

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The Gingerich Group is happy to welcome a new year with new possibilities and opportunities. With a strong focus on customer service, GG opens the doors to a brand new showroom at 545 King St. West, Suite 501 in the heart of Toronto’s fashion district. Proud to showcase our high quality brands, we look forward to sharing this exciting year with you and always looking for ways to best meet the needs of our clientele.

Welcome to our first annual Style Guide showcasing the looks of our proud brands: Sunice & AUR apparel, Swiss Gear & Roots bags and luggage, Hamilton & Swatch watches.

Inside these pages you will find an amazing array of Canadiana at it’s finest. Business owners, actors, celebrity photographers, fashionista’s, models, singers, a film maker and a golf pro share with us their personal style, while highlighting our favourite pieces.

Thank you for your continued support and please enjoy our ongoing ramblings and industry related articles on “The Red Thread” at gingerich.ca.

Roger Gingerich / Principle

A flair for fashion, a wild imaginative force behind merchandising of the Gingerich Group and styling of the brands, Charmaine Joseph is happy to showcase signature pieces within the Stylebook and illustrate just how one of our pieces can be taken from inside the boardroom to the golf course to the leisure weekend with friends. Use our Style Guide as a point of reference, a gift giving idea or a coffee table book, and be sure to book your appointments to join us for PK’s.

When you visit our new King West location, our showroom is continuously looking fresh with new and highlighted signature pieces from each brand… all compliments of Charmaine. Enjoy!

Charmaine Joseph / Sales & Marketing Coordinator

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A brand is the identity of a specific product, service, or business.

“A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word branding began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.”

“A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand. In the automotive industry, brands were originally called marques, and marque is still often used as a synonym for brand in reference to motor vehicles. “ ~ Wikipedia

As such, a brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value.- brandchannel.com

So why buy brand?

The main differences in brand to non-brand: quality and integrity of product.

Power of a

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Brand invests heavily in quality control, trend and product developments. Brands are always on the forefront of the latest trends to keep the consumer in the know through strategic advertisements and marketing campaigns. In apparel and bags quality is seen in: high end zippers, strength of thread or weight, quality of fabrics used, free from fabric defects, untrimmed threads, no shade differences from panel to panel, fits the label size and is true to the fabric content shown. In watches, quality shows in the integrity of each movement.

Quality is a brand association.

At the Gingerich Group, we are very proud of our brand associations with ‘Best of Class’ from Sunice & AUR apparel, to Roots & Wenger (SwissGear) bags to Hamilton & Swatch watches.

We discuss brand and trends in our regular rants in: marketingedge magazine, TCHAD Quarterly Magazine and our very own ‘The Red Thread’ Blog @ www.gingerich.ca

FEATURE Gift Cards: Flexibility in Giving

FASHION Textile IntelligenceTRAVEL Winter Wonderland

T H E P R E M I E R M A G A Z I N E F O R P R O M O T I O N S , P R E M I U M S , I N C E N T I V E S A N D R E C O G N I T I O N > > > W I N T E R 2 0 0 7

Picture PerfectCorporate

Gift Giving

marketingedgemagazine.com

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You slip it on. You wear it out. But what do you really know about your basic polo?

Here, we will shed light on the mystery that is the anatomy of a Polo.

Polo’s are anything but dull, and a far stretch from their earlier beginnings.With innovation, creativity and fashion trends, the basic polo is a coveted item always on high demand each season.

There is a story behind each polo, let’s go behind the seams…

Anatomy of a

The hem is located at the very bottom of the shirt. You will see the term “double needle

stitched” used occasionally. This means that the hem is stitched with a double row of needles,

and hence two rows of thread, running parallel to each other. A double needle stitched hem is

less likely to unravel before your eyes, and also gives the shirt a more finished look.

HEMLINE

This feature is great for both athletes, and professionals on the go, as it allows for the

shirt to remain tucked in. It is located at the very bottom of the shirt, either taped along

the hem or double-needle stitched.

SIDE VENTS

Not all polo’s will have side seams, but this feature helps allow for a more fitted silhouette.

SIDE SEAMS

To help the shirt from becoming un-tucked, sometimes polo’s will be longer in the back

than in the front, and this is referred to as an extended tail.

EXTENDED TAIL

POLOPOLO

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Lying flat, the collar is a defining entity of the polo, and can be flipped up to shield

the neck from unwanted sunlight. Traditionally, the polo’s collar is done in a rib-knit, but

modernization has lead to self-fabric colours and minute details shared with the body.

You should always look for colour consistency between the collar and body, yarn content,

knit rate, taping in neck seam, branding and of course, wash and handling labels.

The tape is a long, narrow woven piece of fabric that quality polo shirts will incorporate on

the inside of the neck to help maintain the structure of the shirt. Another great quality of

having a tape is that its aids in the absorption of perspiration since many polo’s are deemed

especially useful in various sports and recreations.

COLLAR & TAPE

Where the shirt buttons are, is the

placket. This is the part of the polo

that acts as a connector from one

to piece to the next.

When examining the quality of

your polo, take note of various

important details where the

placket is concerned: length,

width, fastening, button type,

straightness and stitching.

Women’s polo’s tend not to

have buttons, but to have

a smaller v-neck and collar.

While men’s on the other

hand, keep the buttons to

the right of the placket.

PLACKET & BUTTONS

The cuff of your polo is located at

the end of your sleeve. Traditionally

done in either rib, knit or self fabric.

CUFFS

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Anatomy of a

From first class to coach, the office to the

beach, a computer bag is always a convenient

necessity that combines style with function.

Both Swiss Gear and Roots add some durable

styles from leathers to canvas.

COMPUTER BAG

Worn over one shoulder, a messenger bag acts

as a bag or sack to haul belongings in an urban

chic and realistic fashion. The messenger bag

was a signature style of “Bicycle Messengers”

but has since been on the forefront of urban

fashion. Look to Swiss Gear and Roots for

various styles offered.

MESSSENGER BAG

BAGBAG Backpacks weren’t JUST made for students!

They are a great alternative to carrying your

office belongings, laptop, notepads or gym wear

without the annoyance of weighing down just

one side of your body at a time. SwissGear and

Roots are just a few of the notable options we

have in this staple travel piece.

BACKPACK

You don’t have to be a jetsetter to enjoy

good luggage. Give your belongings a

comfortable place to rest their head when

you do make your way abroad, to the beach

or on your quick business trips to and fro.

From acclaimed TravelPro to Air Canada and

Swiss Gear, we can make sure you’re outfitted

with the best, safest and most durable

fashions in any size.

LUGGAGE

In leather or durable stretch fabrics, the

options are endless from the Holiday Group

line up, offered to you by the Gingerich

Group. Protect and carry around your laptop

in style this year.

BUSINESS CASE

Made of cloth, or often synthetic fabrics,

a duffle bag is a long cylindrical bag

with a zipper or drawstring closure in

the front. Often a duffle bag will have

many compartments, adding more room,

organization and convenience for a variety

of uses. The word “Duffle” derives from

Belgium, where the thick cloth used to make

the bag orginiated.

DUFFLE BAG

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BEZEL

CASE

The face is the area within the watch

bezel that shows the time.

FACE

Is the area outside the face, designed

to protect the watch face. This piece

is usually made of stainless steel, or

designed to fit the specifications of the

watch design.

The case of the

watch holds

all of the parts

together and

protect the

mechanism; the

case is usually

made of stainless

steel. The clasp works as

the latch to secure

the watch band

to your wrist.

According to

bluenile.com,

there are a

variety of clasp

types: Buckle,

Deployment

buckle, Bracelet

clasp, Folding

clasp, Hook buckle,

Hidden watch

clasp and Push-

button hidden

clasp.

The crown is an important aspect of each watch as it is

the knob found on the middle right side of the watch

(on some high end brands, you can also find this feature

on the left side). The crown allows you to set the time

and other features depending on the brand and style of

watch. Otherwise called a pin, winding stem, or stem.

The second hand

is the thinnest

hand anchored

in the middle

of the watch

that indicates

each second

and makes that

ticking sound

synonymous with

watches.

This is the feature that can

indicate the rate of speed

travelled over a measured

distance and time; also

called a “tachometer”.

CLASP

CROWN

SECOND HAND

TACHYMETER

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Anatomy of a

Watches are typically sized to fit wrists from 8 to 10 inches. Other words to refer to

the Band is Bracelet or Watchband. A Bracelet is often a metal link watchband. The strap

of a band is often made up of rubber, cloth, leather or non- metal materials. Band length

is usually the circumference of the inside of the band, or the area that would fit around

the wrist. On average, this length is 10 inches, and designed to be shortened to cater to

varying lengths.

BAND

What is that tick tick ticking sound coming off your wrist?

Well, it is your watch of course. When you rush for the plane.. wait, stop, check your watch. When you are running late in a meeting… wait, stop, check your watch. When the kids are late for school… wait, stop, check your watch.

It is only a matter of time (no pun intended) that we become reliant on our watches as we rush around in our busy lives. With every new style, comes a new feature. With every competitive brand, comes a featured style. In general, there are a few aspects to a watch that every classic piece has.

Is a feature that works as a stopwatch or timer. This feature and how it works varies due to

each watch. The accuracy of the stopwatch function will commonly vary from 1/5th second

to 1/100th second depending on the chronograph. Some chronographs will measure elapsed

time up to 24 hours.

CHRONOGRAPH

The ability to withstand exposure to water. Some watch styles indicate the various depths

at which the watch can withstand water.

WATER RESISTANT

WATCH

GEORGE SULLY &C. GARDINERCRANSTON

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GEORGESULLYCo-Founder TCHAD Quarterly Magazine/Sully Wongwww.tchadmag.comwww.sullywong.com

“It’s all about individuality, being yourself, in your

own skin and looking good in what you wear.”

AUR Sweater ~ T0409 ~ BlackHamilton Watch ~ H24615331

C. GARDINERCRANSTONCo-Founder TCHAD Quarterly Magazinewww.tchadmag.com

“Fashion fades, style remains.”

AUR Polo ~ W1108 ~ IcebergSunice Jacket ~ 2407 ~ BlackSwatch Watch ~ SVGK406 ~ Right Track White

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VANESSAHEINS

Photographerwww.vanessaheins.com

“Best summed up by Coco Chanel: ‘In order to be irreplaceable one must always be different.’ “

AUR Polo ~ WL1258 ~ BlackSunice Jacket ~ 3775 ~ LapisDavid Jones Handbag ~ DJ2016 ~ Black Polka DotsMoovBoot ~ Shine, Poppy Red

FELICIAMALOVATSKIGingerich Group Intern

“Style is what you feel everyday.”

AUR Polo ~ CL0292 ~ White / ombreAUR Skort ~ CL0751 ~ BlackUmbrella ~ 92100 ~ BelAmi ~ ClearHamilton Watch ~ H18512735

RAYATODOROVAGingerich Group Intern

“Style is a raw attitude. It can’t be forced.”

Sunice polo ~ 8180 ~ BlackRoots Sling ~ R2963T ~ StoneUmbrella ~ OH404F ~ H.DUE.OSwatch Watch ~ SVGK406 ~ Right Track White

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CANDICE CHANTRELL

Singer / Modelwww.candicechantrell.com

“To me, style is about showing your personality. What you wear can show so

much about who you are.”

AUR Polo ~ WL0150 ~ BlackAUR Sweater ~ TL1451 ~ OmbreDavid Jones Roller Bag ~ DJ5425 ~ BlackSwatch Watch ~ SWM102G

ALI MCEWEN & CARLI DEROCHIE

Ali McEwen:CEO / Founder of Baby on Board ApparelCarli Derochie: Internwww.babyonboardapparel.com

“Fashion is best when it’s kept simple.”

Ali: Sunice Jacket ~2478 ~ Tangerine/shadow Carli: AUR Jacket ~ CL1457 ~ AllureRoots Luggage ~ R00978 ~ Purple

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JORDANALLOYDModelwww.sherrida.com

“Style means individuality and commonality between friends and most importantly fun.”

AUR Polo ~ WL0150 ~ BoroloAUR Sweater ~ TL1458 ~ Grey HeatherAUR Skort ~ CL0751 ~ Iceberg

CANDICE CHANTRELLSinger / Modelwww.candicechantrell.com

AUR Polo ~ WL0150 ~ BlackAUR Sweater ~ TL1451 ~ OmbreSwatch Watch ~ SWM102G

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KATIE BEATTIEGingerich Group Intern

“Style to me is all about confidence.Be adventurous, be brave, take chances. With the confidence behind you,you can pull off anything.”

AUR Polo ~ WL1155 ~ IcebergAUR Sweater ~ TL1458 ~ GrenadineSwatch Watch ~ GP128 ~ Dragon FruitMoovBoot- Super gloss, Bubblegum pink

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BILLIE MINTZImagin8rwww.imagin8r.com

“Style to a man is like feathers to a peacock, don’t be afraid to get your peacock on and stand out.”

Sunice GORE-TEX ~ 2111A ~ BlackSunice pants ~ 6400P ~ Glen PlaidHamilton Watch ~ H64515333MoovBoot ~ The Ambush, Black

JUSTIN DIXONBrokerwww.justindixon.net

“Style to me is everything and absolutely nothing. Something not to take seriously, something to enjoy.”

AUR Polo ~ C327 ~ BoroloSunice Jacket ~ 5213 ~ Charcoal

BILLYMINTZ

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TIMMZEMANEK

Actorwww.imdb.com/name/nm0002294

“To me, style is the ability to present yourself in the best possible way without going over the top. “

Sunice Sweater ~ 5736 ~ Black mélangeHamilton Watch ~ H18512555Swiss Gear Messenger Bag ~ SWA0740P ~ Black

JOALTILIA

Founder / Literature For Lifewww.literatureforlife.org

“Style takes you out of the group.”

AUR Jacket ~ TL1457 ~ AllureDavid Jones Handbag ~ DJ635

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JESSBAUMUNG

Photographerwww.jessbaumung.com

“Style is who you are when you wake up in the morning before you get dressed. Style is something that is always changing while always staying the same.”

Sunice Sweater ~ 5736 ~ Platinum mélangeHamilton Watch ~ H68582553

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DANIBROWNSponsored Snowboarder www.twitter.com/danikbrown

“Wear what YOU like and don’t care what others think.”

AUR Polo ~ WL1154 ~ CharcoalSunice Jacket ~ 5985 ~ Pure WhiteMoovBoot: Dark Angles, Anja

MITCHELLJACKSONProfessional Dancerwww.twitter.com/mitchjacks

“Style to me is relaxed but knowing when to turn it on.”

Sunice Jacket 5213 ~ RoyalRoots Messenger Bag ~ RTS2064Swatch Watch ~ SBV400 ~ Blue

JORDANA LLOYD

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SHERILYN ALLENBeauty Editorwww.fashionwatch.com

“Style is everything. The beginning and end of all for me.”

AUR Polo ~ WL0150 ~ LuminescenceSunice Jacket ~ 5653 ~ Black KimonoSwatch Watch ~ SVGB40 ~ Right Track

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LEEROMBERG

Stylist / Writerwww.offthecuffmenswear.tumblr.com

“Style doesn’t really matter much but it appears in spades, once you ask yourself the only six words that do (matter): Who Am I Question Mark Period.”

Sunice Jacket ~ 2400P ~ Shadow Deconstructed Pinstripe

CARLOBERARDINUCCI

Actor / Jazz Singerwww.carloberardinucci.com

“First thing that defines you before someone speaks to you.”

AUR Jacket ~ C0502 ~ OmbreAUR Polo ~ W0102 ~ BlackHamilton Watch ~ H68481133

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TARA MCINTYRE &MELANIE GROOMOwners of Blo Blow Dry Barswww.blomedry.com

TARA: “Style is knowing who you are, what you want to say and not giving a damn.”

AUR Polo ~ WL1154 ~ CharcoalAUR Vest ~ TL1452 ~ WhiteSwatch Watch ~ SVGK406 ~ Right Track White

MELANIE: “Tattoos and stiletto shoes.”

AUR Polo ~ WL1154 ~ RumberryAUR Vest ~ TL1452 ~ BlackHamilton Watch ~ H185120

MICHAELGROOMBRIDGEGraphic Artistwww.cre8.ca

“Fashion speaks so sometimes I don’t have to.”

Sunice Jacket ~ 5613 ~ Charcoal/torch redSwiss Gear Messenger ~ SWA0740P ~ BlackSwatch Watch ~ SVGB400 ~ Right Track

BILLHEILMANNCEO of Fabfindwww.fabfind.com

“Style to me is a little bit like a Shakespearean play: a little bit of comedy, little bit of romance and occasional tragedy.”

Sunice Polo ~ 8100 ~ IceSunice Sweater ~ 5735 ~ Shadow

KRISTENBARNICKEDirector of MoovBoot Canadawww.moovboot.ca

“Style is everywhere, it’s in our home, it’s on our street. It’s how we live.”

AUR Polo ~ WL1155 ~ BlackSunice Jacket ~ WLS82Q ~ BlackDavid Jones Bag ~ DJ752TSwatch Watch ~ SVGK406 ~ Right Track White

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JOHN BROS

Director of Sales at Holiday Groupwww.holidaypromo.com | www.holiday.ca

“A person with style successfully combines current fashion with their own distinctive expression. It’s the perfect marriage of individuality and mass appeal.”

AUR Polo ~ W1108 ~ Ultra Indigo | AUR Sweater ~ C1404 ~ NavyTravelpro Crew VIII - 20” Expandable Upright ~ TP71020Swatch Watch ~ YGS464

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AUR Polo ~ WL1155 ~ BlackSunice Jacket ~ WLS82Q ~ BlackDavid Jones Bag ~ DJ752TSwatch Watch ~ SVGK406 ~ Right Track WhiteMoovBoots – Siberian Husky, Chestnut

PAULASHNEERChair of Fashion Programs, Campus Principal Academy of Design at RCC Institute of Technologywww.aodt.ca

“Being comfortable with yourself; this is reflected in easy, simple, comfortable clothing.”

AUR Polo ~ WL1258 ~ BlackAUR Jacket ~ CL0552 ~ BlackDavid Jones Roller Bag ~ DJ5425 ~ Red

KRISTEN BARNICKEJUSTIN DIXONAUR Polo ~ C327 ~ BoroloSunice Jacket ~ 5213 ~ CharcoalSwissGear Duffle ~ SWA0761P ~ Black

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JOSHDOAN

RattleSnake Point Head Golf Professionalwww.clublink.ca

“Comfort in environment”

AUR Polo ~ C327 ~ OakAUR Sweater ~ C0409 ~ OakHamilton Watch ~ H32756551

AUR Polo ~ C327 ~ OakAUR Vest ~ T1401 ~ LumnescenceHamilton

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Founder & Executive Producer of the F-Listwww.f-list.ca

“Style is where fashion and personality intersect.”

Sunice jacket ~ 2259 ~ Tangerine/shadow

LEESA BUTLER

A brand is the identity of a specific product, service, or business.

“A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word branding began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.”

“A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand. In the automotive industry, brands were originally called marques, and marque is still often used as a synonym for brand in reference to motor vehicles. “ ~ Wikipedia

As such, a brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value.- brandchannel.com

So why buy brand?

The main differences in Brand to non-brand: quality and integrity of product.

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PHILIPPEMERCUREBusiness Director / Canadian Press Imageswww.thecanadianpress.com

“Style = Create trends”

Sunice Pullover ~ 5901 ~ BlackHamilton Watch ~ H68481733

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KATIE BEATTIE

MITCHELL JACKSON

DANI BROWN

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BILL HEILMANN

SHERILYN ALLEN

TARA MCINTYRE &MELANIE GROOM

JOSH DOAN

w w w . s u n i c e . c o m

www.aurgolf.com

www.adamsgolf.com

www.fletchercorporate.com

www.holidaypromo.com

www.holiday.ca

www.hamiltonwatch.com

www.swatch.com

www.moovboot.ca

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RANDALLGRAHAM

Creative Director / Much Musicwww.muchmusic.com

“Your style is like armour. Whether love or war you better come prepared.“

AUR Polo ~ W1108 ~ BlackSwatch Watch ~ SVGK406 ~ Right Track WhiteSwatch Watch ~ SVGB400 ~ Right TrackSwatch Watch ~ SUOC700 ~ Brown RebelMoovBoot ~ The Randalls

Sunice Jacket ~ 5929 ~ Shadow / blackRoots Messenger ~ RTS2064P ~ BlackHamilton Watch ~ H24615331

www.gingerich.ca