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Myntra launches 7-piece Diesel Denim Atelier collection
23
Dec '14
The Indian fashion and casual lifestyle products selling e-commerce site Myntra has brought seven of the most coveted Italy-made distressed denim styles from the high-end Diesel Denim Atelier collection to India.

Sourced directly from the Diesel fashion brand’s laboratory in Italy, the hand-finished and handcrafted men’s jeans have been over-washed, scored and ripped all the way down the leg and then re-patched for a more daring and rugged denim look.

Designed by the brand’s creative director Nicola Formichetti, each artisanal pair from the range has been created with highly-resistant cotton, polyester and gold lurex threads.

The collection is produced by an experienced in-house design team using specially crafted machines in Italy and has been experimented in the company’s own laundries and workrooms.

The production, which takes one day for each pair to finish, starts with a rough denim canvas followed by a first wash of colour which is applied before extensive hand cutting shreds the denim. A second wash distresses the cuts, adding texture and filaments to the now-fraying edges that are then re-sewn by hand. A final wash adds new dimensions of wear and tear, before the denim is oven-dried and fixed.

Only three hundred pairs of these limited edition denim pieces were produced worldwide with 11 premium denims to be sold exclusively in India.

Founded in 2007, headquartered in Bangalore, Karnataka, Myntra offers products from over 700 leading brands including Nike, Adidas, Puma, Levis, Arrow, CAT, Timberland, FabIndia and Biba. The platform receives over 50 million visits every month and services over 9,000 pin codes across the country.

Founded in 1978, Diesel is known for luxury and prêt-a-porter clothing aimed exclusively at the young adult market. (PB)

Fibre2fashion News Desk - India


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