Designer Q & A - Adriano Goldschmied Adriano.jpg

This week’s Designer Q & A is with denim legend Adriano Goldschmied currently working with Goldsign and Citizens of Humanity, having previously founded Diesel and AG Adriano Goldschmied.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Because in 200 years nobody has found anything better… The fact is that the jean has adapted itself to the need and the aesthetic of every single generation and has been re-invented hundreds of times with new looks and new ideas.

2) Denim is unusual as a product because despite being around for hundreds of years there has probably been more advancements in the last 5 years than ever before, why do you think that is?
We live in a period of time where everything is accelerated and is going faster and faster…The jean, too. The innovation in denim is tremendous and the consumers are asking for new things at a growing speed. We are able to respond properly to this, but it is a little bit crazy…However, I love it, it is a new challenge every day.

3) You are famous for having started many successful denim companies, what is the secret of your success?
At the end I think it is my passion for jeans. I love to design and to make new things that have not been done before. Every project and every brand was designed as a totally new concept and the consumers probably recognized that originality.