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Denim by Première Vision now turns spotlight on Japan

05 Nov '09
4 min read

A season of surprise that plays without half measures, half weights or half lights, yet enormously lightly. Extremes take flight, colourways favour dark and deep intensity, or evaporate evanescently, blending together whites with a faded and colourful freshness.

Eco-friendly denim continues its roads of development,favouring organic cotton, eco dyes and launderings and explores the new possibilities offered by natural or synthetic recycled fibres. Emphasising its universality, which was showcased last session in the «Universoul» theme, Denim by Première Vision now turns the spotlight on Japan. This leading player in the world of premium and selvedge denim inspires and fascinates the jeanswear world. A country of strong contrasts, where authentic handicraft, the cultivation of natural indigo, and an extreme approach to the hand-made juxtapose and are combined with the most advanced technology.

It will provide a unifying theme to the decoration, displays and spirit impregnating the show's 3 halls, for a dazzling "tribute to Japan." Denim by Première Vision, as all those who visit the show and return can attest, means a unique working ambiance combining ultra professionalism, a passion for a constantly reinvented yet emblematic product and a taste for celebration... and surprise. The session to come will be all this and more.Come discover it all for yourself next month at the Docks.

The biggest names in the international jeanswear community, for whom Denim by Première Vision has become an essential event, have already announced their plans to be there. Last June, some 1,500 professionals (64% of whom came from abroad) were present for this selective meeting, positioned at the starting gates of the season.

Premiere Vision

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