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Project Taps Atelier & Repair’s Maurizio Donadi to Head Up New ‘Denim Room’

Atelier & Repairs CEO and creative director Maurizio Donadi is in the business of revamping what already exists. And that’s exactly what he’s doing at the Project trade shows in New York and Las Vegas in 2020.

Project named Donadi as brand ambassador and creative director of the Denim Room, a new denim brand and content activation taking place within the men’s wear events. The Denim Room will be held at Project in New York from Jan. 19-21 at the Jacob Javits Center and in Las Vegas from Feb. 5-7 at Mandalay Bay Convention Center.

Denim Room aims to be a hub for denim inspiration. Leveraging Donadi’s professional insights, industry partnerships and creativity, Project stated that Denim Room will feature “denim’s most talented minds and creatives discussing trailblazing and distinctly denim topics pertinent to a global fashion interest and the denim community at large.”

Additionally, Rivet Magazine will be partnering with Denim Room for exclusive coverage and special content like The Rivet Awards.

Though Project is predominantly a men’s wear show, the Denim Room welcomes all denim brands, including premium and artisan labels.

“It will be a collaboration of heritage and next-generation men’s and dual-gender brands that are pushing the denim world forward through responsibility, creativity and innovation,” Lizette Chin, Informa’s men’s president, said. “Denim Room will attract both men’s and women’s retailers through rigorous dual-gender retail marketing campaigns and well-positioned show floor promotions.”

Donadi’s 30 years of experience in fashion and management, coupled with his passion for breathing new life into used denim at Atelier & Repairs, makes him a natural leader for the trade show. And he’s the ultimate collaborator. His brand is dedicated to reclaiming used apparel or deadstock, and has partnered with Gap, Dockers and Candiani to promote upcycling and sustainable fashion.

This year, Donadi was also named a member of Rivet 50.

“For 2020, Project has given me the opportunity, from ideation to execution, to work on Denim Room,” Donadi said. “This space is meant to inspire, provoke, disrupt and build a new way of looking at the denim industry, with creativity and a profound sense of responsibility.”