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Adriano Goldschmied to speak at Denimsandjeans Japan

Jan '20
Pic: Denimsandjeans
Pic: Denimsandjeans
Perhaps the most well-known and respected denim professionals globally, the Godfather of Denim—Adriano Goldschimed is one of the biggest names who have confirmed to join the upcoming Denimsandjeans Japan show scheduled for March 4-5 in Tokyo. 
Adriano Goldschmied, who founded many reputed international denim brands including Diesel, AG Denim and Mavi, is now a part of Wiser Wash, a laundry based in Los Angeles, US. The 76-year-old denim Veteran has been constantly contributing his bit to make this industry and world a better place.
In this quest, he is leading a new venture – Wiser Wash – which aims to change the way we wash our jeans and the resulting impact on the environment. Adriano while talking to Denimsandjeans.com in an interview said, "We made together with a very strong team where I develop new products and research and I've been using my network to promote the business around the world. I am not a salesperson, I promote things where I really believe in."
While answering about the details and special features of Wiser Wash, Adriano said, "It is just a special use of the ozone machine and I confirm that in the decolouration process, that for others is chlorine or potassium, we use 200 ml of water when the others are using 15-20 litres of water. The most important thing is that we had a very good response from consumers that love the product that is nicer and more sustainable."
Speaking about the Japanese market, he says, "For the last few decades, the Japanese market has been leading in the indigo and denim business blending the indigo Japanese culture and tradition with the American vintage. The result of this is an incredible and unique denim culture that has been inspiring all the time and for sure will continue with the generations to come.
However, global business is changing dramatically in terms of distribution, numbers, innovation, technology, and product development. This obviously has an impact also in Japan and requires that the domestic industry and the brands find new answers. Those answers are coming now also from a different method of work, they are not coming anymore from one of few brands but from a work together with system where one shares research and technology and brings benefits to all."
At the Denimsandjeans Japan Show, Goldschimed will make a presentation titled 'Wiser Wash and designing the jean of the future'.
Explaining the relevance of Wiser Wash from the Japanese perspective, Goldschimed said, "In particular, sustainability and circularity are a challenge that is in the hands of all of us. For many different reasons I feel that Japan is a little bit behind in the eco projects. So my approach in bringing Wiser Wash to Japan is, as a first step, to show the potential of this technology applied to Japanese fabrics and brands and then to develop collaborations that can bring to the traditional strength of denim market a new important segment that will be the future for all of us."
Previously, Denimsandjeans had confirmed the name of Stefano Aldighieri, ex-design director of Levis, as a speaker and now Adriano Goldschmied. Some more big names are expected to join the Japan show as speakers and further names will be released by the end of 1st week of February. 

Fibre2Fashion News Desk

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