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TRUTH & LIGHT Show in LA for first time, for VICUNHA
24
Nov '11
JEANOLOGIA's anchorman Enrique Silla is one of the most important international denim experts: at international trend forums in Paris, New York and Tokyo, he enjoys the same status and professional reputation as Francois Girbaud or Adriano Goldschmid. In early November 2011, he brought his TRUTH & LIGHT Show to South America at the invitation of one of the world's top denim companies: VICUNHA Brazil!

The TRUTH & LIGHT Show is one of the most regarded concept shows for the promotion of chemical-free, water-free washes based on laser technologies. It created a furor at DENIM PREMIÈRE VISION and MUNICH FABRIC START, and was exhibited in Paris, Munich, Hong Kong, Barcelona, New York and Berlin.

Thanks to VICUNHA's major international market power, it can now be seen at the VICUNHA showroom in São Paulo. VICUNHA is known not only as one of the world's largest denim producers, but also as a pioneer in environmental protection in the South American market.

The show also presents VICUNHA Brazil's major visionary commitment, and their continual advocacy for environmentally friendly practices and social responsibility.

At great expense, the denim giant has rebuilt its showroom into an auditorium with 200 seats, to present the total JEANOLOGIA concept to its customers for the first time in Latin America. The elaborate exhibition presents over 50 exhibits on denim history. A range of styles is on display in the showroom, including authentic vintage pants as well as VICUNHA reproduction pieces.

Alongside rare originals from the 1920s, 30s and 40s hang brand new VICUNHA styles, processed with modern JEANOLOGIA laser technology. The challenge for the visitor is to distinguish between the two. "The idea is to present originals, and simultaneously introduce alternative techniques that can create environmentally friendly, artificial effects. Even extreme vintage effects are hardly recognizable as treatments," says Enrique Silla.

"Our techniques can imitate decades of natural wear and tear, without pollution."

One highlight is a rare pair of "Billy Jeans" from the Second World War, brought to Europe by American soldiers. Conceptual works that focus on the versatility of VICUNHA textiles and prove JEANOLOGIA's technical developments are also on display, including:

• DENZEL - premium stretch denim in blue
• RILEY - premium stretch denim with brown vintage dye
• KEVIN - 100% premium cotton denim with pure indigo dye

"It is especially important to us that Latin American clients are motivated to correctly and sustainably treat and wash our fabrics," explains Thomas Dislich, European Director and representative of the Brazilian headquarters. "Our mutual cooperation is an important message, and we stand for the implementation of the same goals: Environmental protection. Innovation. Continuous development!"

VICUNHA


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