FLORENCE — Tuscany is looking to reclaim its status as one of the hubs of the Italian denim industry.
The region rose to prominence in the Seventies and Eighties with brands like Rifle, Roy Rogers and Americanino. However, throughout the Nineties competition from low-cost countries and an influx of new brands put a damper on the expansion plans of many of the area's manufacturers. Those that have survived are now focusing their efforts on reaching higher ends of the market, revamping historical brands, investing in retailing and producing a continuous, seasonless product.
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