MILAN — Three of Italy’s leading manufacturers are joining forces for a special exhibition at Berlin’s Bread & Butter trade show in July to highlight Italy’s denim expertise.
This story first appeared in the June 2, 2009 issue of WWD. Subscribe Today.
Okinawa, which specializes in the production of high-quality labels; TCR Candiani, a worldwide leader in the production of denim fabrics since the Seventies, and Elleti, known for its denim treatments, will create a jeans factory on-site at the fair. Called Laboratorio, the installation will cover 2,700 square feet and will be located in the L.O.C.K. area of the fairgrounds, alongside brands such as Evisu, Fred Perry and Nudie Jeans.
Okinawa, Candiani and Elleti partnered with two additional firms, Fixo and Mic, to provide hardware and sundries. Fixo produces buttons and zippers, while Mic specializes in seams, stitching and yarns. There also will be a chance to purchase customized jeans designed by Adriano Goldschmied with an exclusive Laboratorio logo.
“The goal of the project is to show visitors and exhibitors how the denim production circuit works,” said Michele Ruffin, president of Okinawa. “Through the synergy between our different companies, we have created a project that can give [the industry] a boost and help us to find a stimulus in this difficult moment.”
Two styles each for men and women will be available in two Candiani selvedge denim fabrics, with silver- or copper-colored details and personalized rips and cuts.
The stitching on the back pockets forms an aerial view of Berlin’s Tempelhof Airport, where the fair will take place. Taking the form of the arch-shaped building are metal plates that are available in a natural copper or a silver-coated version.
The Bread & Butter organization has also offered its support for the project through the trade fair’s Web site. From early June until the end of October, Laboratorio jeans will be available for purchase online.
Prices range from 80 to 100 euros, or $113 to $141 at current exchange. Each pair will come in a bag made in the shape of an envelope by Okinawa using its patented Jacroki fabric, an ecologically friendly material produced from recycled cellulose. From each pair sold, 15 euros, or $21, will be donated to the Doctors Without Borders organization to support a project in Haiti.