MILAN — Turkish denim mill Isko, which manufactures for brands such as Guess and Diesel, presented on Thursday at Milan’s Biblioteca della Moda (Library of Fashion) project “The Denim Sapiens — From rigid to future species. The evolution from fashion to sport.”
The project was started in 2013 to reveal the steps in the pursuit of comfortable denim and has been focusing on the growing importance of the ath-leisure trend. The newest evolution is “Isko Arquas,” an activewear platform for fabrics, that feature the necessary properties required during sports.
In cooperation with its design and style research center “Creative Room,” the textile mill has created an experimental collection for this matter, which is split into the four categories “Dance, Fitness, Yoga,” “Urban Tech,” “Blue Outdoor,” and “Commuter Biking.”
“Today, we do think and feel that the market is going into a direction, which is more and more merging sportswear and denim,” said Marco Lucietti, global marketing director of Isko, who added that Isko is trying to identify these changes with a real 24/7 product.
“Let’s say a lady can go to the office with a very nice fitting denim, very sexy, and then go practice yoga in the same day in the same outfit, because we do have great properties in these types of fabrics, which are breathability, moisture management and thermal regulation for summer,” Lucietti explained, adding that the constructions, materials, finishes and type of fibers are completely new.
“It’s not a reinterpretation of denim, it’s really to try position denim somewhere else,” he noted.