Welcome to Denimrush!
We are a merchandising and experience factory for CPG and Lifestyle brands.
Think of us as your Chief Experience Officer.
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We aim to be at the forefront of innovation in the promotional product industry, which traditionally is an archaic practice as companies tend to mass produce simple t-shirts with logos slapped on. Denimrush is changing the creative process behind merchandising by introducing intention and creating experiences. We believe in the power of experience. Something that exists beyond a memory. Denimrush embraces both nostalgia and aspiration to evolve true experiences from moments that are so intense, they almost seem tangible.
Envision a world where brands can communicate their identities through a more experiential way. By crafting stories that connect to people's hearts, they turn from customers to fans. Our mission is to connect and empower through collaboration, so that brands become more than just a logo: they become a lifestyle.
We make intentional merch and design experiential brand activations that is not boring.
PRE pandemic
Before the pandemic Denimrush was an in-person experience only brand. They specialized in on site customization.
during pandemic
During the pandemic they had the chance to turn into an e-commerce store, partnering with multiple brands to create merchandise and realized just the issue at hand..
We pivoted the business from being an experiential art company to becoming an online clothing brand that focused on creating one-of-a-kind artful designs. Each one of our products were hand painted and made to order with our signature brew of non toxic paint. We built a community on social media from the ground up and partnered with brands such as Maybelline and Miss USA to design merchandise.
Revelation
These partnerships taught me that there was something missing in the promotional product industry- experience and ease. Brands found it hard to find well crafted products that their customers connected with. When it comes to promotional merchandise, most companies do the basic thing, make logo-ed t-shirts, pens and mugs. But that does not share the brand’s story.
what we are today
The extension of a brand is the experience that lives online and in real life. When products and events are well-crafted, the person experiencing them will become your walking advertisement, without looking like one. Our goal is to help businesses identify where they are on their merchandising journey so that you can build the best product experience for their target audience. Our background in e-commerce gives us a clear understanding of what customers want in Consumer Packaged Goods and lifestyle brands. We have a clear understanding of what millennials and gen z generations want in a lifestyle.
timeline
Value Proposition: Intentional merchandise, made through handcrafted design. Connective moments, fueled by experiential events. A custom brand lifestyle, nurtured by shared passion.
Differentiator: Denimrush is a collaborative experience that makes your brand mission tangible. With our experience in hand-painted products made from our in-house blend of paint, industry-specific knowledge from our past as an e-commerce brand and branded experience designers, and passion for connection, the possibilities are endless.
Value Proof: Our background in e-commerce gives us a clear understanding of what customers want in CPG brands. We have a clear understanding of what millennials and gen z generations want in a lifestyle. With a diverse portfolio of brand partners, we have experience creating products for different industries.
Product Description: Denimrush works alongside each brand partner to create merchandise and experiences that highlight each brand value. Each process is unique and utterly customizable, from product creation to distribution. The Denimrush experience is yours to create!
About the founder
Denimrush was founded by Aparna Avasarala when she painted her own denim jacket and wore it around New York City. After receiving a lot of inquires about getting custom jackets - Denimrush was born. Aparna is a multi-faceted artist specializing in experiential retail design. She has designed and coordinated large scale tradeshows such as Coterie, Cabana & Liberty Fairs. In 2017, Aparna was instrumental to the design of the “Future of Retail” pop up alongside Liberty Fairs at Summit LA. She has also consulted brands on creating experiential pop-ups and brand experiences. In 2019, she was one of the founding partners in Arcadia Earth.
Aparna Avasarala is a multi-faceted artist specializing in experiential retail design. She has designed and coordinated large scale tradeshows such as Coterie, Cabana & Liberty Fairs. In 2017, Aparna was instrumental to the design of the “Future of Retail” pop up alongside Liberty Fairs at Summit LA. She has also consulted brands on creating experiential pop-ups and brand experiences. In 2019 she was a founding partner and head of creative at Arcadia Earth - a large scale multi-sensorial experiential installation powered by augmented reality, virtual reality, projection mapping, and interactive environments. Featured on NYTimes, Vogue, Forbes etc. Aparna is the Founder and CEO of Denimrush, an experiential clothing brand that promotes individualism by creating one-of-a-kind apparel, accessories and footwear pieces.
Aparna Avasarala is the founder and CEO of Denimrush. That’s Chief Experience officer! Her passion lies in designing out-of-the-box experiences whether through physical products, in-person events, or digital platforms. To Aparna, an experience is more than just a memory. It creates a powerful atmosphere that inspires others to illuminate their own path and exist colorfully. A well designed experience evolves from moments that are so intense they almost seem tangible. Her company, Denimrush Experience seeks to help companies capture these tangible experiences and share their vision and mission in an engaging way.
Denimrush started in 2017 as nothing but a side hustle - a way for Aparna to spark her creativity by painting personalized art on a denim jacket canvas. Over the years, as Aparna was an experiential retail designer for brands @cabana @libertyfairs @coterie then was a founding member and head of creative at @arcadiaearth. In 2019 she felt she had more to offer with her creative potential and decided to take what she learned about designing engaging and relatable in-person experiences and use it to expand Denimrush full time.