ANDREW WILLIAMS® Pleated Neckties

ANDREW WILLIAMS® Pleated Neckties has been recognised as an ABA100 Winner for New Product Innovation in The Australian Brand Awards 2018. The Australian Brand Award for New Product Innovation [NEW] recognises innovative consumer products recently launched to market offering a point of difference from their competitors.

“Recognition by The Australian Brand Awards of these designs for pleated neckties is a big step forward for the encouragement of innovation in the field of fashion.”


For hundreds of years, neckties have been made with various fabric types but with limited variations in the actual design of the necktie. An innovative new range of pleated ties are designed by ANDREW WILLIAMS® and manufactured in Australia with imported fabrics and threads, then exported around the world.

Andrew Williams studied fashion and clothing manufacturing at Melbourne Institute of Textiles (now RMIT University), specialising in pattern making. Andrew has been in the fashion industry for over 20 years and has always pushed the boundaries of design and creating unique designs by combining tradition with innovation.

The newly developed necktie uses pattern-making principles to incorporate pleats in the basic necktie pattern. The new pleated designs require a significantly different set of manufacturing processes than that required for normal necktie production. The manufacturing unit is equipped with industrial machines to cater for both domestic and international markets.

The traditional design of the necktie has been very plain, basic and unaltered for centuries. These distinctively luxurious products with their original, innovative and unique design, have opened a new market and new opportunities for the fashion industry. The exciting qualities of luxury and beauty are enhanced by the new design’s visually striking departure from centuries of ubiquitous sameness in the world of neckties. The variations to these designs make them appropriate for various occasions and age groups.

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The Australian Brand Awards are an annual comprehensive awards program which recognises the most innovative consumer brands via a set of established award categories. The Australian Brand Awards are open to all domestic and international consumer products available in the Australian marketplace.

The Australian Brand Awards are the national chapter of an integrated innovation initiative conducted on a national and international level. The Australian Brand Award recipients will participate in the international chapter of the program at the World Brand Awards whereby participants are provided with the unique opportunity to benchmark themselves against the top performers globally.

Entry is open to all domestic and international consumer products available in the Australian marketplace. Products can include but are not limited to goods, services, devices, equipment, programs and activities from any of the following main product types: Electronics & Communications, Home & Garden, Beauty & Wellness, Fashion & Lifestyle, Food & Beverage, Sports & Fitness, Entertainment & Recreation, Travel & Leisure, Baby & Children’s products.

Products must be commercially available on the Australian market and comply with all applicable Australian standards and regulatory requirements prior to entry. Prototypes or products still undergoing trials are ineligible to enter.

The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.

The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Entrant organisations are required to demonstrate their achievements across the key areas of research and development, product innovation, user experience, product features and benefits.

The program provides a notable opportunity for high-performing companies that produce world-class consumer products to be acknowledged and celebrated for their achievements both nationally and internationally.

Conducted annually, the awards seek to recognise the world’s most innovative consumer brands and to review their business performance through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.

The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige.

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