Fashion

Why Moorer’s New Jeans Are Real


Moorer, the Italian luxury sportswear brand, has launched the Denim Autentico capsule collection, a new project for f/w 2023/2024 born of the meeting between the brand and Alessio, Berto, designer. designer and in-house expert of the denim and fashion industries, known for his expertise and sensibility to the denim world.

From this partnership comes a collection of 11 garments that pay homage to 1950s American jeans through some iconic patterns and details that characterize the style. that particular casual clothing.

Moorer's A Autentico Denim Bag Cover

Moorer’s A Autentico Denim Bag Cover

The capsule includes clothing for men, women, and unisex styles made in a way that is as authentic and faithful as possible to that particular style. The items are made from specially created select fabrics and woven using only the original looms of the era to achieve visual, tactile and silhouette effects very similar to those of those years. .

The garments feature authentic and timeless fits inspired by the constructions, details and finishes from the golden years of denim. In keeping with their authentic approach, the clothes are sold without any need to be treated or washed.

For this capsule, it is no accident but the result of tireless, almost frenzied research, according to a careful study of the details, also thanks to research on period clothing. kept in Berto’s archive.

Maur denim Autentico

Maur denim Autentico

The collection offers men’s, women’s and unisex clothing. Each garment is named after famous figures of the Beat Generation. The collection offers, among other things, a pair of Cowboy jeans for men and a Marilyn Monroe-inspired 5-pocket bag for women. Two zipped Cowboy jackets and a work suit with Carpenter pants to match Carpenter Jackets complete the services.

The men’s and women’s shirt styles are inspired by the world of workwear but also have the mood of the US Navy’s WWII military style, as well as a classic overall.

Alessio Berto

Alessio Berto

“This collection offers a mix of styles that evoke the lifestyle and workwear typical of the American subculture that created the casual, laid-back style of that famous period. However, These are not a series of replicas of historic garments, but just new models featuring some of the most iconic elements, details and fit of an era’s apparel. that we want to honor with Moorer,” commented Alessio Berto.

“I designed this capsule, choosing materials, accessories and a fitted suit to recreate and pay homage to an authentic product that no longer exists, but it has a timeless beauty. A unique time that we can all learn from and which we can absolutely continue to wear today,” he added.

Moreno Faccncani, the founder, Moorer, explained to The SPIN OFF the characteristics and goals of this project.

Moreno Faccncani, founder, Moorer

Moreno Faccncani, founder, Moorer

Why do you want to launch this collection?
We always try to push the limits and push ourselves to the max. We love experimenting using complex materials and complex engineering in our constant search for progress. This collaboration, because of its uniqueness, is a challenging creative push for us in true Moorer style.

Your brand already offers a wide selection of premium denim garments, both jeans and outerwear. Why do you want to launch the second one?
This new capsule of ours was created with the aim of exploring the history of denim and offering the most authentic appeal to our consumers. We wanted to create a line of denim clothing that is pure, intact in its original state before it wears out with time or the treatments we commonly see today.

To do this, we turned to the leading expert in the field, Alessio Berto, a seasoned professional who helped us understand how to create the most authentic denim.

Maur denim Autentico

Maur denim Autentico

What exact choices did you make?
We pay special attention to every little detail, just as we do with all of our branded garments. For our blankets, we chose to explore denim with great dedication and research attention, in order to offer our customers the highest quality and authenticity.

What fabrics did you use?
The garments are sewn with specially created hemmed fabrics, using only the original looms of the time, to be even more true to the original workmanship of the time. We choose Japanese denim from Kuroki for jeans and jackets, and Kowa chambray for shirts.

Are accessories also true to this spirit?
We wanted to recreate garments that were more authentic, paying special attention to features and details such as yarn color, stud tension, including stitching and finishing.

For the seams, we chose thread thinner than that used today and the stitches at the seams shorter than today for a more refined look. In addition, staples are less stretchy and much more similar to the nails used in the 1950s.

For denim clothing, we have chosen the buttons, zippers, zippers and suspenders of denim clothing that copy accessories from the Universal brand, one of the denim accessories and workwear brands. oldest, now acquired by YKK and made with authentic vintage finishes.

On the other hand, the ankle buttons on the shirts are made of white plastic, very similar to the buttons on historical clothing.

Maur denim Autentico

Maur denim Autentico

Who is this collection aimed at?
Because it has so many details and specific technical elements, it is dedicated to a niche market of true denim experts who can appreciate the research behind this project.

Could this capsule become a new brand in the future targeting a specific target audience or a specific niche?
I don’t think so, no. It’s not in our plans at the moment.

What channels is Capsule sold through? Are they the same as your main collection?
It is sold through the same channel and finds its ideal place in the most exclusive stores in our sales network.

How much does it sell for?
Despite the costs incurred in researching and treating the fabric, thanks to the complete absence of washing, we were able to keep the price quite in line with the rest of the collection.

Are you going to reach consumers who have not purchased your brand in the past through this capsule?
I don’t rule it out.

Do you think it could become a kind of carry-on capsule, always available for later seasons?
It’s a possibility I don’t feel I can rule out.

Moorer denim jacket

Maur denim Autentico

What feedback have you received from your consumers? Who approved this new project the most?
We have received very positive feedback from the most specialized and exclusive stores. The authenticity with which we made this capsule is a plus that really impresses, especially since there is no other chance to make it.
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