Silvia Rancani's The Denim Window keeps the industry connected online and IRL.
When Silvia Rancani opened The Denim Window in 2018, an Amsterdam-based showroom with a focus on storytelling and collaboration in the denim supply chain, the industry veteran could not have imagined how important curated presentations and communication would become in two swift years.
The showroom, with clients that span Berto and PG Denim to Archroma and The Lycra Company, serves as a relaxed, creative environment for designers to discover new materials, trims and innovations, and has become a hotspot for educational and industry gatherings in the denim-centric city.
When Covid-19 threw a curveball at Rancani’s hospitable, hands-on approach to conducting business, she found an even broader audience on social media by hosting “The Denim Window Spritz,” a twice-weekly Instagram Live happy hour. Through the live and interactive chats, Rancani helped keep conversations rolling and comradery high even during the darkest days of the pandemic.
What will the denim industry be like in the next 18 months?
It is very difficult to tell, but I think we will see a natural selection—and not all the actual players will survive.
What changes would you like to see in the denim industry as a result of Covid-19?
From the manufacturer side, I would like to see survive the companies that have always invested in quality rather than quantity. From the brands and label side, I really hope to see real change in the way the collections are planned, in terms of quantity of styles they make each season and in how they plan their seasonal calendar. Basically, fewer styles, fewer seasons and operating on a more flexible timeline.
How do you define sustainability in a post-pandemic world?
For sure the industry is working in the right direction by applying the right technologies and knowledge in order to reduce water usage, use fewer chemicals and increase recycled fibers. This should become the new normal way to produce. Producing less, buying less and buying better quality is the key for me.
Describe your dream jeans.
My dream jeans are vintage. Vintage jeans are my passion and as well the most sustainable pair you could own.
What is your most worn pair of jeans, and why?
I have two pairs of vintage denim shorts that I wear literally every day from April to September every year. They were long vintage jeans cut into shorts. From going to the office, or the stable to see my horse, or for an evening out, they are just perfect for every occasion.
Name one word that best describes denim.