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Dondup, ISKO Join in Green Initiative

Jeans firm licenses children's wear, readies Milan store.

MILAN — Italian apparel and denim brand Dondup has joined forces with ISKO, the world’s largest denim production firm, to develop an eco-friendly project that includes a capsule collection.

The initiative, called “Up to Denim — Innovation Looking Beyond,” will be presented at the upcoming Denim by Première Vision trade show, running today and Thursday in Paris.

For the occasion, Dondup will unveil a capsule collection, consisting of three lines: a futuristic reedition of one of the company’s bestsellers for men; a line of jeggings, created with ISKO’s “recall in shape” technology, which emphasizes shape retention, and a new style for men and women made with ISKO’s “F&F — The Future Face of Indigo,” a denim fabric woven to give a knitted effect.

Visitors to Denim by Première Vision can also view a special exhibit from Dondup and ISKO on the production of innovative high-end denim.

“I’m very proud of this project,” said Massimo Berloni, chief executive officer of Dondup. “For our brand, always focused on design and in constant evolution, it’s fundamental to be on the cutting edge and test new solutions.”

Dondup has also signed a licensing agreement with Altana for the production and worldwide distribution of its children’s wear line, which was formerly manufactured in-house.

According to the company, the venture with Altana — which already produces children’s collections for firms including Moschino, Moncler, Vilebrequin and Jacob Cohen — aims to develop its children’s business both nationally and outside Italy. This category currently generates a turnover of about 6 million euros, or $7.9 million at current exchange.

In addition, Dondup is preparing to open its first store, to be unveiled in Milan in early December. Along with the brand’s apparel collections, the new two-story, 4,305-square-foot boutique will feature a restaurant, which will use wine and olive oil produced by the Berloni family, a corner dedicated to books and one to flowers. In addition, the venue will host temporary exhibitions from young artists, along with the fashion collections from up-and-coming designers.

“Opening this store, we aim not just to showcase and sell our collections, but also to create a special space reflecting Dondup’s original identity,” said the brand’s creative director, Manuela Mariotti.

“This concept won’t be reproduced in other locations,” explained Berloni. “We are not planning to open more flagship stores, but our strategy is to consolidate our relationships with retailers.”

L Capital, the private equity arm of LVMH Moët Hennessy Louis Vuitton, has a stake in Dondup.