Customers pick their denim finishes from whiskering to rips, fades and distressing, on an iPad, then watch as lasers do the work in minutes.
A joint venture with a Los Angeles-based retail agent will allow the brand’s foray in the country.
The first collection for men and women is to debut at retail in spring 2019.
The company has also launched a Mother’s Day campaign recognizing mothers and daughters and leveraging the phrase “perfect the way you are.”
Paulina Szmydke-Cacciapalle’s “Making Jeans Green: Linking Sustainabilty, Business and Fashion” is coming out in June.
New eco-friendly treatments, systems and weaving machines along with green certified products are a key focus for denim specialists.
The strategy’s being aided by recently hired chief operating officer and J. Hilburn founder Hil Davis.
The Italian denim-maker marked 80 years with a new, recycled fabric that debuted in a collaboration with Los Angeles-based Atelier & Repairs.
The denim specialist invited the 20 finalists to attend a three-day educational trip to the company’s headquarters in Italy.