The Godfather of Denim’s Take on Denim Days
Adriano Goldschmied may have the Midas touch when it comes to denim, since anything he touches turns to blue gold.
The so dubbed Godfather of Denim, is focused on making the denim industry—and the products it produces—more sustainable for a market that demands it. And his efforts may help reshape the sector.
At New York Denim Days Adriano will debut his limited edition Godfather of Denim knit tee, made in LA with TENCEL™ lyocell branded fibers. Proceeds from the tee shirt sale will be donated to Greenpeace, an NGO supporting the protection and conservation of the environment, as well as promoting peace. Carved in Blue caught up with Adriano to find out what he’s delving into next.
Carved in Blue: Can you tell us a little about what you’re working on now?
Adriano: I am working on many different projects from design to textiles, but almost all are very focused on sustainability. Just to mention, ROYAL WORKSHOP, that is about recycling vintage, a top secret new fabric “radical sustainable,” new developments with Lenzing and new green technologies.
Carved in Blue: How are you participating in Denim Days?
Adriano: Yes, with the “Godfather of Denim” that is the think tank under whom we develop new exciting projects, new collaborations and brands. At Denim Days we launch “THE G” which are beautiful 100 percent TENCEL™ lyocell t-shirts made in a superfine yarn.
Carved in Blue: What does Denim Days mean for the industry?
Adriano: Denim Days is a game changer, where if you have an idea or a new product you go directly to the consumer. It is amazing not to have anybody in the middle. It is fantastic to have the possibility to listen and get a direct feedback. On the other side, I think for consumer it’s exciting to see what there is behind our industry and understand the difficulties to be better.
Carved in Blue: How does sustainability factor into what you’re working on?
Adriano: It is not just a “factor” but it is really the way we operate. It is not only about research but also to go to facts and make it happen in the collections that we design and the textiles projects that we are working.
Carved in Blue: What’s missing from denim today?
Adriano: I feel that is the ability of closing the circle. Until now we been doing a lot of good things including a lot of mistakes, but we miss the possibility to connect all what we do in a general vision. One player cannot win the game by himself. The fact that we have to collaborate and be transparent at any level is still missing.
Carved in Blue: What’s next for your company?
Adriano: Redesign the method of work, have more efficiency and speed and introduce the digital work at all the levels in order to have control, more creativity and make better products. Be closer to the consumer and integrate the new demand in the new products and communicate back immediately.
Carved in Blue: What was your first pair of jeans that you remember?
Adriano: When I was 12 years old in Trieste, Italy, a U.S. Navy sailor gave me as a present a pair of Seafarer jean. It was love since then.
Carved in Blue: What does Carved in Blue mean to you?
Adriano: Putting people together, sharing ideas and information push for the good and brighter blue.
Buy your tickets now for Denim Days here.