Meet the Makers: Adriano Goldschmied and Betina Grosser Share How They Fell in Love with Denim
At Carved in Blue, we believe denim is more than just fabric—it’s a story of people, passion and purpose. Our new series, Meet the Makers, shines a light on the designers, artisans and innovators shaping the future of denim. Through their personal stories and creative journeys, we’ll explore the craftsmanship, vision and responsible innovation behind the jeans we love.
Below, we hear from “Godfather of Denim” Adriano Goldschmied and fashion designer and consultant Betina Grosser.
Adriano Goldschmied
Carved in Blue: If denim were a person, what would its personality be—and is there a song, city or piece of art you associate with it?
Adriano: If denim were a person, its personality would be introverted. The song I associate with it is “Give Peace a Chance” by John Lennon, the city is San Francisco, and the piece of art is “Raise Up” by Hank Willis Thomas.
Carved in Blue: Do you have a go-to denim piece you wear on repeat, or if you could design your dream piece—no limits—what would it be?
Adriano: No need to design anything. I have a pair of jeans that I bought at Mister Freedom 20 years ago in Los Angeles, and I wear them all the time.
Carved in Blue: What’s your first memory of falling in love with denim? Can you share the story of how you first started working within denim?
Adriano: When I was a child in Trieste, I saw American soldiers off duty wearing jeans. Later, in 1972, I tried to imitate the jeans that hippies were wearing.
Carved in Blue: What’s something you recently learned about denim or sustainability that surprised or inspired you?
Adriano: Nature is giving us everything we need to make a good pair of jeans.
Carved in Blue: Which project or creation are you most proud of, and why?
Adriano: Last year, we developed a 100 percent biodegradable denim capsule collection. Seeing a fully circular product come to life was incredibly rewarding—fashion that truly leaves no trace.
Betina Grosser
Carved in Blue: If denim were a person, what would its personality be—and is there a song, city or piece of art you associate with it?
Betina: Denim is a resourceful, low-profile, strong and reliable middle-aged man. The kind of person who has clearly “been there, done that,” but never brags about it. You can trust the guy! He’s loyal, adaptable and always knows how to fix things or situations. He’s also full of surprises—every time you sit down with him, he has an incredible story to share that makes you see him in a new light. I picture him coming from one of those small towns in the State of São Paulo—humble roots, hardworking hands and a spirit that somehow speaks to everyone, everywhere.
Carved in Blue: Do you have a go-to denim piece you wear on repeat, or if you could design your dream piece—no limits—what would it be?
Betina: It might sound a bit boring, but my go-to denim pieces are my jeans. I actually realized how much I love denim when I moved to China. Despite some pockets of denim fans, most people don’t wear it regularly—yet all my pants are jeans, the ones I love and the ones that have survived!
If I could design my dream denim pieces with no limits, I’d have two outfits ready for production. The first is a 1960s-inspired A-line mini dress with a low neckline, perfect for layering over shirts and tees—I’ve been obsessed with finding one like this for ages. The second is a more recent obsession, inspired by Susie Glass from “The Gentlemen”: a denim set with a vest and wide-leg pants, a formal look that still carries my personality.
Carved in Blue: What’s your first memory of falling in love with denim? Can you share the story of how you first started working within denim?
Betina: I remember the way denim made me feel as a kid and a tween, long before it became a constant in my life. Back then, I didn’t have many denim pieces, but every time I wore one, it made me feel simply…pretty! And stylish.
As I grew older, I kept turning to denim, even though really good pieces always seemed just out of reach—not only to buy, but later, to understand and learn how to design it.
Denim truly entered my professional life during a master’s in sustainable fashion. Its rich history, the potential to make a positive impact on the environment and working conditions and the amazing, passionate community around it completely won me over. From that moment, I fell hard—and I haven’t let go since.
Carved in Blue: What’s something you recently learned about denim or sustainability that surprised or inspired you?”
Betina: Something that recently blew me away is a reactive dyeing technology that uses 95 percent less water and zero salt in the whole process. Now they’re doing it with yarn dyeing, and the fixation rate is 97 percent—way higher than the usual 60 percent!
Color has always been super important to me, and I’ve often seen it as one of the trickiest parts of sustainable design. So learning about a method that makes vibrant, high-quality color while drastically cutting environmental impact was really exciting!
Carved in Blue: In your opinion, what makes a denim garment truly timeless?
Betina: I believe what makes denim truly timeless is its cultural meaning and how it helps us navigate society. I once had the opportunity to conduct research on emotional connection, and one response really stuck with me: a respondent still wore a pair of jeans they had owned for 20 years.
It’s not just the cut, the comfort or the color—it’s also the memories and context a garment carries. Denim has a unique quality in this sense: It’s a cultural symbol with a rich history and countless images attached to it that wearers can borrow. This shapes how it makes people feel, the emotional bond they form with it and even how we read and connect with others in our daily lives.