Fashion

“Milan is the next capital of jeans”


Milano has become the best place to spend jeans. This is what stands out from the previous edition of Denim Premiere Vision held on 23 and 24 November at the Superstudio Più in Milan.

The special traveling trade show attracted a large number of attendees, from both Italian and international visitors, and saw the presence of high-level players from the denim and fashion segments.

Blur the label

Photo: Maria Cristina Pavarini

Blur the label

Busy halls, packed with insiders, a rich talk show featuring top speakers, and a fun atmosphere characterize the event’s focus on introducing new of the denim industry in 2024.

“If our November 2021 release we’ve recorded good results, then this release has exceeded our expectations,” commented Fabio Adami, Denim’s PV Manager.

Fabio Adami Dalla Val

Photo: Denim debut vision

Fabio Adami Dalla Val

Although the show registered a lower number of exhibitors than previous editions, Adami commented: “We hosted 67 exhibitors, 14 upcoming brands and three trending areas. I also organize a range of inspirational projects and installations such as La Colombina, which offers the possibility of using antique hand-loom looms, Cotone Organico Sicilia, a cotton grower from Sicily, installation of Alessio Berto’s Indigo collection. , installs the historical archive of WP Work in Progress, the spacesuit developed by Radici Tessuti for astronaut training, etc., obviously.” And counting all the projects organized by the program, they can be close to 90.

Reporter denim, Milan

Photo: Denim debut vision

Reporter denim, Milan

He added: “The show works very well both in terms of content and form of content. He continued: “Our program of talks alone could be held in one day of conference focused on some of the hottest topics in the denim market. In fact, among the discussion topics are Made in Italy, the jeans creation process, sustainability, education, etc. It has actually hosted industry-reputed speakers such as Nigel Cabourn and Miles Johnson, Matteo Marzotto, Andrea Rosso, Caterina Tonda from Kering Group, La Sapienza University from Rome, Alessandro Bondavalli from Guess, and several exhibitors such as Calik, Jeanologia, Itema, Cadica, Fashion Art and Isko.

FRom Left: Andrea Parisatto, Cadica, Matteo Marzotto, MInerva Hub, join the conversation about the future vision and challenges of Made in Italy

Photo: Maria Cristina Pavarini

FRom Left: Andrea Parisatto, Cadica, Matteo Marzotto, MInerva Hub, join the conversation about the future vision and challenges of Made in Italy

“All these results are a big source of encouragement and make me think that Milano can become the real jeans capital of Europe. Unfortunately the local authorities have not paid much attention to what is happening. here Milan has it all: It has Milan Design Week, various fashion weeks, it’s at the forefront of culture, organization, economy and sustainability. attention from the denim world to the city. Now, we hope that Milan can bring something back to our city,” he continued.

gimmi jeans

Photo: Maria Cristina Pavarini

gimmi jeans

The 15th anniversary program attracted the participation of creative teams from leading brands such as Chanel, Fendi, Versace, Etro, Vivienne Westood and Chiara Ferragni along with leading brands such as Diesel, Replay, Gas and Guess along with German brands including Hugo Boss, C&A, Alberto and Herrlicher.

Among the main trends, colored denim – both in yarn-dyed fabrics and by using pre-dyed – remains a must-have for the upcoming season. Mixing different yarns, while keeping the environment in mind, is a must for many manufacturers. Among the most interesting collections, some presented innovative new combinations of hemp with cotton, cotton and Tencel, viscose or recycled polyester, such as presented by Bossa, Calik, Isko, Sharabati, Kassim, Kilim and SM Productions, among others.

Chottani Denim applied new botanical printing and dyeing techniques, and used hand-carved molds from ancient traditional Bangledese craftsmanship to decorate it with very creative ethnic prints.

Pure Denim has introduced the new Infinity Denim collection, a range of highly comfortable, durable and sustainable fabrics. The company’s new denim offering is made from Good Earth Cotton, a cotton produced under a regenerative farming program, dyed with the company’s own Smart Indigo technology, and using XLance, a time-extending program. Long-lasting fabric produced by Carvico, a special fiber produced without the company’s CEO Luigi Caccia explaining that using solvents and at low temperatures, since the most sustainable denim is a denim fabric at long term.

Tessitura La Colombina

Photo: Maria Cristina Pavarini

Tessitura La Colombina

Advance Denim ha has launched a new collection of jeans that do not use any virgin cotton but only use a blend of post-industrial recycled cotton added to Refibra or recycled polyester. In this way, the resulting fabrics will be more durable, albeit with added strength and durability properties.

Evlox has developed its own range of jean fabrics that are pre-treated and require no further finishing.

Milena Andrade

Photo: Maria Cristina Pavarini

Milena Andrade

Isko Luxury by PG collection has developed a new range of denim fabrics that reproduce leather-like effects on special surfaces, such as reproduction of crocodile and fish skin effects, but also a selection of The fabric is added with silver lurex which can be sued from both sides.

A large number of chemists also participate in the program. Among other things, Officina39 has introduced a special treatment for dye-ready fabrics that can be used in cold temperatures and provide the same effect as aged jeans and weather. save resources.

Nearchimica offers a range of reactive dyes that are ozone-degradable and can be used without potassium permanganate or chlorine.

Daniel Gayle, founder of Denzilpatrick

Photo: Denim debut vision

Daniel Gayle, founder of Denzilpatrick

Zaitex has introduced the Zetaterra pigment option that uses low amounts of water and energy, and can be used with GOTS and ZDHC compliance aids.

Debuting at this show is Casati Flock, an expert at making guitars obtained from grinding recycled textiles, such as denim. This special dust can not only be used for the flute effect, but also to create a special paper, plastic label or other element, or can be added as a decorative element on the paper with Using special glue causes pollution, so they can be completely recyclable. The company also manufactures other variations that are made with bio-based materials that are either FSC certified or obtained from the recycling of leather, cotton or linen, and are therefore completely recyclable.

Among technical manufacturers, loom manufacturer Itema has introduced Isaver, a new product Mechatronics equipment and advanced technology help reduce waste and the environmental impact of manufacturing processes.

SM denim factory

Photo: Maria Cristina Pavarini

SM denim factory

Among other projects that complete the show’s non-pure denim offering is WP Archive, the WP Work in Progress archive that collects all of the brand’s prototypes and research pieces collected over the course of 40 years. exists, includes the company archive of Gianfranco Ferrè that WP purchased in 2014 and also includes rare books and catalogs. The archive, based in Bologna, just around the corner from the company, is now open for consultation and rental of its works.

The show will take place in Berlin from May 31 to June 1, 2023, but Milan certainly seems to be the best place for this performance to take place, including in the future.

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