Denim Instituto Milano Invests on Maintaining Denim Craftsmanship
Endeavoring to spread greater consciousness about denim’s worth and to maintain the creativity surrounding the beloved blues, Murianni Cristian started Denim Instituto Milano.
The aim, according to Murianni, is to train new generations of professionals in the denim sector, by developing courses around craftsmanship and tradition. It’s an education for tomorrow’s denim leaders, and one Murianni personally believes in.
Carved in Blue caught up with the Instituto’s leader to understand why this mission is so critical to him.
Carved in Blue: Tell us about the Denim Institute’s mission.
Murianni: Living in Milan means being in contact with the fashion reality almost day and night. Fashion flows in the streets of Milan creating trends and mixing daily rituals and means of expressions through clothes. I created an institute that is able to make denim a fabric that is of importance to new generations. The Denim Institute Milano is the denim 2.0, addressing new generations and not only that, its goal is to overturn the tendency of diminishing fabrics’ value and to enhance its Italian origins.
Carved in Blue: What inspired you to take on these goals?
Murianni: I have been working in the world of communication of street culture for 25 years—sports, skateboarding, sneakers and street fashion. I’ve always appreciated the creativity of young people of every generation and always liked denim as a fabric up to becoming a collector. I am fascinated by the world around it, each person tells stories of their unique pair of jeans, wearing it, as if it was their own soul.
Carved in Blue: What do you feel is the most urgent issue today’s denim industry is facing?
Murianni: Massifying this garment is the first mistake that the industry has been making. It is necessary to educate the new generations on how to wear this fabric, giving it the right importance. There are vintage garments that should be revalued and not reproduced.
Carved in Blue: What within this industry causes you to feel the most optimistic?
Murianni: My optimism relies on the idea of walking the path of this world with attention to its origins and raw materials. Revive the system and be in touch with the planet within a responsible and ethical manner.
Carved in Blue: What is the most frustrating thing about the denim industry? Or the thing you’d most like to change?
Murianni: The most frustrating thing in the world of denim is to see it exclusively as a matter of business and not to consider new projects and concepts for the new generations.
Carved in Blue: Tell us about your first denim memory.
Murianni: The memory that I will carry with me forever is tied to my father, when, for the first time, he made me decide what to get as a gift and I opted for a trucker jacket from the Lee Riders.
Carved in Blue: What city do you most enjoy visiting for inspiration?
Murianni: On the road in USA.
Carved in Blue: Straight cut or skinny?
Murianni: Straight, for cowboy boots.
Carved in Blue: What piece of advice do you take with you each day?
Murianni: No washing of denim.
Carved in Blue: What do you hope to accomplish this year?
Murianni: Denim Institute Milano and Milano Cotton Farm.