Meidea, Owner
Lucia Rosin
Meidea, Owner


For more than 30 years, Meidea owner Lucia Rosin has been bringing forward-thinking ideas to the design room.

Deep Dive

With 30 years of experience in the fashion and textile world, Lucia Rosin has seen her share of denim trends. However, the former design lead for Benetton Group has been passionate about sustainability since the beginning of her career in the late ’80s, pursuing an ecological approach with every project. It’s a message that she continues to share in speaking engagements at events like Denim Première Vision and through her Italian denim consultancy studio, Meidea.

Founded in 2004, Meidea is a collective of like-minded denim wonks who bring environmentally-conscious solutions to the industry. Rosin describes herself as a collector, and her 4,000-piece trove of vintage wares proves the characterization an understatement.

The Meidea archive, as the collection came to be called, has become a source of inspiration and learning for the firm’s innovations. Nowadays, out of a restored factory building in Castelfranco Veneto, Italy, Rosin and her team host art installations, conferences and workshops, merging those sources of inspiration with the company’s consulting studio.

Why are you attracted to denim?

Since I was a teenager I had a real passion for vintage. From there, the great Meidea archive was born. Denim has always been part of this research—a living material, which is transformed with time and use.

I studied in Padua, at the Natta Institute, which trained many entrepreneurs from the Veneto region, the Italian denim valley. It’s a school that has given great importance to technical aspects, attention to details and materials. For me, it was almost natural to develop my passion in this field. Starting from this, I created my own path, first as a designer, and then extending my experience to textiles, laundries, accessories and marketing. Now I can say that I have indigo blood.

How can brands improve the way they communicate sustainable stories to consumers?

First of all, the truth is what needs to be shown. In recent seasons, we have seen an abuse of the word sustainability. Therefore, in shifting the point of view from pure declarations, it would be better to show the product, starting from its creation to its production. A visual traceability, as well as described in words. Furthermore, brands should try to create a healthy environment for workers, in body and mind.

What was the last denim garment you purchased?

I bought a chino during my last trip to London in May of this year. The chino pant is my favorite item ever. It makes me feel comfortable, be it loose, narrow or slim. In any fit, it is part of my personal style.

In particular, I bought an extremely lightweight, 100 percent cotton denim version with a canvas construction.

Which city has the most inspiring street style?

For me, like many who work in this field, Tokyo has always been a hot spot for research. Although there are many other cities emerging, for me, Tokyo remains the most inspiring. From the interiors of the shops, which are constantly renewed with design concepts that combine different techniques; small spaces like restaurants, bookshops and clubs to spend time in; fascinating micro gardens, products of every type are maniacally taken care of in every detail. In the streets, new generations feel free to experiment, mixing unworkable styles that are, for this reason, incredibly cool. Denim in Japan is vibrant. It draws on tradition, but is also constantly in motion.

What’s exciting you about denim in 2019?

What I like are the trends that are changing the face of the product: active sport and utility. Starting from the performance and technical materials, the silhouettes benefit from hybrid solutions with a mix of volumes and functions.

There is another aspect that is so strong and affects our life and the denim field: the activism of the new generation, from their genuine energy and their need for knowledge. We cannot get up without acting. They are pushing for greater transparency and consciousness. Thanks to this, the changes that have already begun are accelerating and bringing real innovation. This evolution is very exciting and opens up new possibilities.