Overview

Luigi Lovato recently put his affection for denim on display by establishing a museum housing more than 15,000 garments dating back to the 1850s.

Deep Dive

What will the denim industry be like in the next 18 months?

That’s a tough question. Fashion represents the prototypical ‘nonessential’ market, and the denim industry relies on the purchasing patterns of a very broad range of customers. This makes forecasting a difficult task already in normal times, not to mention in the middle (or hopefully at the end) of a worldwide health crisis.

Nevertheless, nonessentials are a fundamental part of how people experience normality, so the desire for a fresh start after Covid-19 might provide a good rise in sales for the brands around the world, as long as they are able to efficiently communicate their core values to tomorrow’s consumers.

What change would you like to see in the denim industry as a result of Covid-19?

Covid-19 could represent an ideal opportunity for major brands to shift from a price-driven approach to sourcing to a value-driven one. Consumers are ready to let go of the cheap fashion that is contributing to pollute the planet, but to do so they need to find something different and [worthwhile] to replace this system. That, together with the long-needed reorganization of the value chains and the push towards a greater level sustainability, is what I hope to see in the new world once this pandemic will be just a bad memory.

How do you define sustainability in a post-pandemic world?

The same way I described it before: sustainability is and will be our most urgent necessity, our No. 1 priority, our main and biggest challenge. We are living in an era where a more conscious approach towards resource consumption needs to be way more than a marketing choice or potential competitive advantage. Lu Rebuilding our value chains according to efficiency-driven and resource-sensitive parameters is our main goal, something we believe should be done at all levels worldwide. Unfortunately, a single player won’t make it alone nor will it make the difference, no matter how big. Sustainability goals need to be shared.

Describe your dream jeans.

I have always had a strong preference towards the authentic look of vintage denim. There are two main reasons: it stands for the creative interaction between man and fabrics, as it faithfully replicates the shapes and the marks of time and wear, and it also represents the artisanal spirits driving our approach to the personalization of garments. Most importantly, my dream jeans need to represent myself, which I believe is the final purpose of the right pair of jeans.

What is your most worn pair of jeans, and why?

I personally own countless pairs of jeans, each one serving its own purpose. I change models often, depending on the occasion, the mood and countless other variables, and it’s rare for me to throw a single pair away. Once you have repaired jeans, they really start to adapt to your body and habits, becoming part of your everyday aesthetic vocabulary even if you wear them just once a year.

Name one word that best describes denim.

A tool. Denim for me [is] a tool that helps you to express yourself in your daily life, a wonderful and multipurpose utensil that lets you show who you are to the world, how are you feeling and what you aspire to. When you go through the history of fashion, it’s not that common to find such an accessible and versatile garment. None of its predecessors have ever been so focused on providing freedom and value to the wearer.