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PG Denim starts from Milan to take on premium market

30
May '19
Pic: Denim Première Vision
Pic: Denim Première Vision
Starting from Milan, PG Denim is set to enter the premium market focusing on research and ancient tradition to shape an avant-garde denim concept with a 100 per cent Italian integrated supply chain and outstanding quality of materials and processes. It is currently participating in ‘Ciao Milano’ (new edition of Denim Première Vision) for first time in Milan.

By entering the high-end denim market, PG Denim wants to focus more and more on a bespoke approach and product innovation, on the other side it has the ambitious goal of manufacturing one million metres of fabric this year, said the company in a press release.

“This path of constant research is combined with a totally integrated and 100 per cent Italian manufacturing structure, in order to give the market not just new products, but also new ‘tools’,” said Paolo Gnutti, R&D head at PG Denim.“We are targeting the market section where production always requires thinking out of the box, which feeds the imagination of those who are asked to transform it. Our approach is often made of provocations, suggestions, reflections, through continuous research which leads us to designing frequent and always innovative capsule collections.”

The F/W 2020/21 collection by PG Denim includes all the passion and research from the company’s history and skills. It has several novel capsule collections based on a surprising, ground-breaking, innovative approach to give the market new inputs and ideas on which to invest. The PG Denim range is showcasing drawings from recovery techniques used in the middle ages, giving a peep into the world of vinyl and metallised fabrics, 3D prints, and an interpretation of its most authentic and traditional style.

Garage Denim is the line inspired by the metallised colours of cars in the 1950s and ‘60s, where coloured glitter pasted on very dark fabric backgrounds and brightly coloured sheets create an imperceptible painted effect, for fluid and flowing fabrics, which can be finished in various ways to create unexpected forms, resulting in truly customised denim. Bright and flashy, laminated effects dominate these cool and highly original proposals.

The Samite range, on the contrary, is totally inspired by the ancient technique of samite fabrics, used in the middle ages to produce heavy silk drapes, similar to velvet, as well as to produce luxury clothing. This technique has resulted in the idea to combine samite with viscose flock, to virtually follow the silk road. This has led to unique garments with different effects depending on the washing procedure: more vintage if processed with sustained stone washing, localised scraping and 3D whiskers, a more ‘rock’ effect if one uses extreme washing for example bleaching and over-dyeing, or marbled, laser effects and ripping. The result is warmer and softer if one uses rinse washing.

The new proposals also include the Gala Denim collection, which develops indigo and black denim fabrics where the wefts are made of real silver thread, resulting in smart and stylish garments with nolimitations in terms of use. The experiments at PG Denim are also focused on the new 3D print range, based on special relief which are inspired by natural landscape with an amazing result and interpreting the fabric in a truly unique way.

A recent line was developed using a combination of cotton and vinyl which makes a comeback at Studio 54. This range explores traditional borders as part of its style trademark, crossing boundaries but always remaining in touch with authentic Italian tradition.

The ideal closing of the excellence experimentation path introduced by Gnutti is a line called ‘The Denim’, whose pathway starts from the most traditional Japanese raw fabric, through the America of jeans and Nothern Europe, reaching all the way to Africa. It is a world made of fabrics with robust slub effects, ready for a stressing laundry treatment to provide the combinations of wefts, warp and indigo which tell the story of truly authentic denim.

The novelties in the PG Denim world include substantial investment with regards to recovery and reuse processes for fabric finishing by fine-tuning the dyeing process through sulphur and reactive colourings which reduces water use by 75 per cent, the consumption of chemicals by 35 per cent, thus cutting energy costs by 20 per cent and CO2 emissions by 70 per cent. This is the underlying philosophy of the company’s green innovation, according to four basic principles: reduce, recover, reuse, recycle.

PG Denim was born-out of the visionary mind of Paolo Gnutti, after his lifelong experience as R&D Head of ITV denim. He had moved the creative area of the family company to a whole new level, creating the project PG Denim. In partnership with Berto and Eurotessile, PG Denim offers a completely integrated supply chain to deliver amazing 100 per cent Made In Italy fabrics. (PC)

Fibre2Fashion News Desk – India


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