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Berto on Italian Craftsmanship and Denim’s Fashionable Future

This past year was an affirming one for Berto Industria Tessile and their mission, which places emphasis on Italian manufacturing and craftsmanship. In October, the brand was awarded Best Fabric at the Global Denim Awards in Amsterdam, signifying the international importance of their mode of manufacturing.

Furthermore, the brand brought Italian tradition to the U.S. this fall with Le Mani, a collection of imported Italian handloom denim, which Berto showcased at the premium denim atelier 3×1. The mill also launched the Italian Heritage Collection in collaboration with Lenzing and Manufacture NY, combining traditional weaving technique with more contemporary style. Arianna Morimando, marketing manager at Berto E. G. Industria Tessile, spoke with Rivet on the company’s achievements in 2015 and what she is anticipating for the year ahead.

Rivet: What’s the company’s New Year’s resolution?
Morimando: Only premium denim from Berto, only for customers who really recognize our products. We have to create products for an exclusive market and, specifically, products that can bring an added value to the final consumer.

Rivet: Were there any unexpected trends in business?
Morimando: Still a lot of interest in fast fashion!

Rivet: What is the company’s big story in terms of product for the coming year?
Morimando: Berto has long been looking for a product that could shift the attention toward the unmistakable and unique heritage that is the “know-how.” The fabrics in the Le Mani collection respond to the desire to accomplish something that can last over time and convey our iconic artisan heritage. The handicraft component of these products, demonstrating a superior quality and a meticulous attention to detail, becomes something to be shown with pride: an element which guarantees the authenticity and value.

Rivet: What’s your prediction for next year’s buying atmosphere?
Morimando: Denim has a strong following in the fashion world, its heritage and history will inspire the next trends. We are experiencing a fashion style that can mix the present and the past without inhibitions, giving new meaning to the new fabrics, apparently unconnected to the original context. The evolution of the denim, a fabric that continues to fascinate and mark the history of fashion, for this new year is almost revolutionary.

We think that after a long period in which wash cycles and treatments have dominated in the realization of the denim garments, now we want to restore honor and centrality to the fabric design: weaves, constructions and color casts are the real protagonists.