LOS ANGELES — It only takes a few minutes of poking around Laundry Atelier to realize that a denim genius lurks within. Amid an industrial floor pulsing with myriad racket—pumice stones from Turkey banging inside washing machines, workers grinding and burning character into indigo-dyed fabric with metal spikes and blowtorches—there are telltale signs, from the rows of buckets containing mineral dyes with names like “Terra di Siena,” to the racks of samples with meticulous notes attached to each, written in pen onto masking tape.
The author behind these countless adhesive instructions is Adriano Goldschmied, denim’s most reliable rainmaker. Goldschmied, the founder of Diesel, Replay and AG Adriano Goldschmied, sold his latest premium denim incarnation, GoldSign, to Citizens of Humanity in September for an undisclosed sum. That acquisition also included Goldschmied himself, who is now a partner and executive vice-president of product development for Citizens; and the Vernon, Calif.–based Atelier, which Goldschmied founded in 2005. Atelier, originally a $1 million venture, now encompasses two buildings and employs about 45 workers.
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