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Elleti to display 100-year-old vintage denim in Japan

Jan '20
Pic: Denimsandjeans
Pic: Denimsandjeans
Italian specialised laundry and garment manufacturer Elleti Group inaugurated M.O.D.E. (Museum of Denim Elleti Group), an archive of garments produced by the company from the 1980s until today—having more than 13,000 denim garments, near Verona, in Northern Italy, last year. Elleti Group will now display vintage denims at 1st edition of Denimsandjeans Japan.

M.O.D.E. has a truly impressive display of vintage pairs of jeans items, a mix of development samples from the old Martelli archives, from the current Elleti archives and several market samples.

At the first edition of Denimsandjeans Japan show, a tiny museum will be set up by Elleti group, where visitors will get to see vintage denim garments including prized vintage products from 1910s to 1950s like Levi’s Type 201 (the “value” alternative to the famous 501XX), the style 333, the original 701 (first women’s jean ever made), some World War II 501s, the original Lee 101 Cowboy with accurate stitching, a dozen examples of Boss Of The Road, several early Stronghold, CQ WO, Powell, Underhill, L. Elkus, Montana, Hercules Overall, Japanese coat and kimonos from unknown brands from around WW2 times. This display will be inspiring!

Apart from this, there will be a denim talk by Elleti where presentation will have some special washed denim pieces which also includes replication of some of the M.O.D.E vintage garments with new garments worked with wiser wash.

"The Japanese market is central for Elleti Group's production in terms of both 'washed in Italy' and 'made in Italy'; we produce for international denim brands which have established their denim business with us predominantly to satisfy and feed the Japanese market.

"Indeed, the Japanese consumer is, denim-wise, among the most evolved and demanding in terms of authenticity and originality of the product and that is a crucial factor of success for our top Italian production,” said Luigi Lovato, owner, Elleti Group.

The show has already created a huge buzz around the international denim community and these new additions to the show are definitely going to add and lure more people around the globe to visit the very 1st Denim Show in Japan, the organisers of Denimsandjeans Japan said.

Fibre2Fashion News Desk (RKS)

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January 2021

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