The Future of Denim Design Is Here
MYR is software that aims to simplify denim design—to reduce waste, foster collaboration and, above all, nurture creativity.
MYR is a digital platform dedicated to fashion design and fashion designers, conceived by Umberto Brocchetto in collaboration with his life-long friend Valter Celato and a tight-knit team of professionals and creative developers with 30 years of experience in the fashion industry and in enriching fabrics – as they say, DENIM above all.
The software simplifies the design process, allowing visualization of various elements, with tools that show the effects of fabrics, accessories, labels, yarns, trimmings, chemicals, and prints, for example, with an archive of wash and laser effects continually updated to reflect recent market trends. This software includes technological innovations which are developed in the laundry lab and have been tested in MYR’s development centers, run with the latest technologies and supported by suppliers, including chemical products, special machinery used by laundries, laser, digital printing machines, embroidery, and printing.
This technology is developed to provide space for creativity—and it received one of the highest endorsements any denim advancement could receive— the participation of Adriano Goldschmied, the “Godfather of Denim”. In September, Adriano became an equity partner in the MYR project, and he’s not only joining the MYR team, but also establishing distribution for the software in Central and North America, through his USA-based agency House Of Gold.
MYR is more than its wide array of multi-purpose tools, however: the platform facilitates communication between users and suppliers and is a place where creators and makers can meet and exchange ideas. Both users and suppliers are able to get in touch with MYR’s teams and share their feedback and their needs, fostering opportunities for bespoke denim design solutions. In addition to its industrial applications, the software is also useful in design education.
Carved in Blue spoke with Umberto about his innovation, its importance in today’s denim production, and what MYR has in store for the future.
Carved in Blue: Why was it so important to develop this technology today?
Umberto: We do believe that the denim industry needs to step into the digital age and get into it at full speed. This should be not only concerning communication but, above all, in management.
Carved in Blue: How do you think this technology will change the denim industry?
Umberto: We don’t want to change the denim industry, but we hope to be the spark that triggers the renewal it needs. We would like the denim industry to make projects that are product-centered, using technology to emphasize creativity and optimize production processes and costs.
Carved in Blue: What’s the most important element of denim design?
Umberto: Creativity and emotion are the two key factors. We need to provide wonderful benefits to tomorrow’s consumer, with innovation focused on targeting the simplification of daily life.
Carved in Blue: Why is it so important to get all the players in the supply chain on one page?
Umberto: Just think about the impact mobile phones have had in changing our lives, making it more simple. In the same way, we do think that connection among users, suppliers and manufacturers can lead to a simpler working system, to an offer that is globally visible, and to a more constructive competition for everyone.
Carved in Blue: Can you tell us about any brands who are already using/ testing your product?
Umberto: I’d rather not name names, but we had the pleasure of introducing the software to all major international brands and the level of interest is quiet high.
Carved in Blue: Do you see this being a technology that brands could eventually invite consumers to participate with so that they can customize their own made-to-order denim?
Umberto: I think this perspective is not very far away. The more we go ahead developing MYR, the more possibilities are opening up for new applications.
Carved in Blue: What are some of the capabilities your platform offers than others don’t?
Umberto: I don’t like to make comparisons—I think that everyone has great programs and are all compatible, depending on the purpose to be achieved. We do recommend, for example, using Adobe Illustrator and Photoshop to integrate some phases.
A key future of MYR is the simplicity of use. It’s not a static but a dynamic program, with a database in continuous evolution, so it can be customized by the user. The user’s creative expression is reflected during the industrial processing phase. A network of users-suppliers-manufacturers-laundries, where a real community will be created by daily and direct communication.
I foresee integration between systems, I don’t see competition.
Carved in Blue: When it comes to sustainability, what’s important for your company? How is your technology helping reduce denim’s impact on the environment?
Umberto: We can confidently say that MYR is a sustainability product, once its potential is understood and used at its best, which could generate a substantial reduction in the amount of garments made during the prototype phase. Therefore, we’ll end up with less fabric waste. Energy and water transports will be reduced, and fewer chemical products will be used. People in charge of checks on key production processes will travel less and therefore take fewer flights, there will be fewer kilometers made by car—and all of this will result in a substantial cost reduction.
Carved in Blue: What’s next for MYR? Are you developing anything new or do you have plans to in the future?
Umberto: Just to mention a few: we are testing 3D visualization that will be added to the package soon. MYR will be able to dialogue with the different CAD 3D programs, and we will be opening new fit categories like shirts, T-shirts, jackets etc. Opening it to new fabric categories like RFD, wool, nylon—and I’ll stop talking now because there are plenty of projects that are “under construction,” and new ideas continuously popping up in our minds …
Carved in Blue: What does Carved in Blue mean to you?
Umberto: Carved in Blue are all of us who are sharing the same passion!