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03/06/2024 | EVENTS

THE GREEN REVOLUTION OF DENIM

Posted by: Sofia Alberti

On June 5 and 6, at Superstudio Più on Via Tortona 27, Denim Première Vision returns, the traveling denim industry fair that highlights sector trends between Paris, Milan, London, and Berlin. This year, 90 exhibitors from 19 countries will showcase their pieces, blending tradition, innovation, and green initiatives.

From June 5 to 6, in the heart of a trend-driven era, Superstudio Più is gearing up to host Denim Première Vision, a key event in the denim world known for its innovation, unity, and focus on the industry's unique needs. The increasing demand for authenticity and quality is one of the core themes emerging from the new Autumn-Winter 25-26 collection. The proposed pieces show a significant return to craftsmanship and traditional techniques, a resilient essence that denim embodies perfectly.
   With its robust and versatile weave, denim is a material with humble origins but an extraordinary history. Born in the 19th century as a loyal companion to the worker, this fabric transformed in the 1950s into a banner of rebellion, inspiring legendary figures like James Dean and Marlon Brando. In the '70s and '80s, jeans embraced youth subcultures as a symbol of individual expression, and today it has become a timeless icon, a staple in every wardrobe. But denim is not just a fabric; it's a universal fashion language, capable of adapting and transforming, a living reflection of social changes.
   Naturally democratic and able to unite people from all walks of life, this fabric now faces the crucial challenges that the fashion industry is encountering. First and foremost, the intensive production process of cotton. Hence, "a better way" was born, an initiative by Denim Première Vision that highlights the efforts and investments of exhibitors for more responsible fashion, in line with ever-evolving environmental regulations. Following this thread, the leading Istanbul-based company Orta Anadolu impresses with its recycled and biodegradable denim through a rebellious and retro style, the result of years of research and development aimed at minimizing environmental impact, proving that fashion and sustainability can coexist.
   This social commitment concretely responds to the growing awareness of consumers, who demand products that are not only beautiful but also ethical and environmentally friendly. The host venue also embraces this ethos. “The recent sustainability certifications,” explains Fabio Adami Dalla Val, Show Manager of Denim Première Vision, “make Superstudio the ideal space for our event, which, in line with GL events' strategies, places ESG parameters and sustainability at the core of its mission. These values represent one of the fundamental pillars on which to build the most important denim supply chain fair in the world."
   In a constantly evolving world, denim remains a symbol of continuity and change, capable of reflecting and shaping contemporary trends without ever losing its essence. In an era of incessant changes, it continues to weave stories, dress generations, and embody timeless values.

Denim New Project, Autumn-Winter 25-26 Collection, photo by Elisa Bontempo
Denim New Project, Autumn-Winter 25-26 Collection, photo by Elisa Bontempo
Memories from Past Editions of Denim Premier Vision: A Journey through the Timeless Elegance of Denim
Memories from Past Editions of Denim Premier Vision: A Journey through the Timeless Elegance of Denim

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