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This week’s Designer Q & A is with Lorenzo Sannito, the founder of CVRIVSTVS TRIBUTES. And in case you were wondering – the above photo of Mr Sannito is supposed to be cropped like that!

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
I have never found a specific answer to this question. I have always thought that “poetry” was the right term to classify an authentic “jeans” and rightly so this is how I like to label it. Authentic jeans could be defined as “poetry”.

2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
Feelings and the real value of the jeans. Emotion is what my clients feel every time they open a Christus packaging because what distinguished my jeans among others is called “emotion”. Christus is not just a brand in the fashion world, but it is the making of a wearable artistic product completely hand made. In each item there is a lot of hard work done by the craftsmen and the Italian tailors that work for me; without them the “magic” would not happen.

3) Who do you imagine is a typical customer?
Today, after a year in the business, I can tell you that 90% of Christus clients are artists. As artists I mean photographers, designers, musicians, singers; it is a brand conceived for them.