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Denim by Première acclaimed by jeans market
15
Dec '09
At its final edition at the Docks de Paris-Saint Denis this past 2-3 December 2009, Denim by Première Vision underscored the exceptional vitality of the jeans universe, allying the dynamism of a young event and the pertinence of a concept entirely dedicated to only one product, jeans.

With 1,689 visits, the 5th edition of Denim by Première Vision showed a marked increase of nearly 18.5% over December 2008(and 13.8% when compared with June 2009). International visits - which this session represented 68% of entries - also showed a very notable increase (+22%) over December 2008. Behind France (+11%), Italy retained its leadership position,followed by Germany(+32%), Turkey (stable), Great Britain (+57%), Spain (+21%), The Netherlands (+5%) and Belgium (+17%). Also worth underlining was the good showing of the United States, with a 21% increase in visits.

With 62 exhibitors, including fibre producers, weavers, manufacturing/finishing specialists, launderers and accessories makers, Denim by Première Vision is further confirmed as the only “one-stop shop” capable of addressing all the needs of the market for jeanswear with a strong added-value. Its offer, which marries the most technical treatments and fi nishings to an ever sharper sense of fashion and trends, allows the “pure players” as well as ready-to-wear brands to find the product that's right for their own style.

Breaking down just one facet of its “universoul” nature, Denim by Première Vision chose this session to pay tribute to Japan, a country blending the poetry of its indigo dyes and the traditional know-how of selvedge jeans with the most advanced technologies. The spirit of the “Tribute to Japan” theme was unveiled in the richness of the “Redbox”, offering in its red showcase a collection of jeans loaned especially for the occasion by Martelli, and set forth like pieces in a museum. And in the “Bento Box,” whose sober and authentic display highlighted the power of raw denim, the sophistication of treatments and the range of accessories through exhibitors' products.

Diving into the news of spring summer 11, visitors were able to discover exhibitors' most recent developments displayed 'latest - news' style. A season that kicks off at Denim by Première Vision and gives a head start to positive creative horizons. Suppleness, lightness, stretch and paler tones make their presence felt in a spirit that is deliciously 1950s. Compactness, intensity and dark roughness saw a jeanswear with a tough-guy influence revealing itself. Linen-y irregularities, structures and looks abounding in detail brought forth reflections of yesterday with a contemporary reality.

After such an effervescent edition, Denim by Première Vision will be heading off for new adventures in the Halle Freyssinet, a former railway engine repair shop in the heart of Paris, in the 13th arrondissement. Here, in this early 20th-century industrial space,in this rapidly developing and evolving new neighbourhood, Denim by Première Vision looks forward, 2 - 3 June 2010, to its next rendezvous with the jeans world. In the meantime, jeanswear professionals will be meeting up again from the 9th - 12th of February in the “Relax” sector of Première Vision, the world's premier fabric show, to discover the latest denim developments for spring summer 2011.

Première Vision


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