Last week I was invited to the Bluemasters Innovation in Denim – Book Launch. The event took place in the 3×1 store in Soho, owned by denim master Scott Morrison. The store was packed and it was a great opportunity to re-kindle friendships and talk denim. I loved meeting Adriano Goldschmied again – my absolute denim idol yesterday, today and forever! He, Scott Morrison, creator and owner of the well known 3×1 denim store, and many other people were talking about this amazing book that tells us everything about all the denim gurus and stuff like that.
“Just call them the “Bluemasters”. These are the men and women who have brought innovation to denim, be it in production and manufacture, creativity, retailing or communications, rendering the pair of jeans the most iconic, sought-after garment on the planet.
From the cotton boll to the catwalk, from dyeing to washing, from the shop window to the mass media, behind all the most high-fashion jeans there usually lurks one of these people. These are the people, each in his own special way, a true master of denim, to whom this book Bluemasters, Innovation in Denim, is dedicated, weaving together some of today’s most fascinating stories all of them inspired by the most famous blue fabric on the planet. Written by Fabiana Giacomotti, fashion guru and head of Fashion and Costume Studies at Rome’s Sapienza University, published by the Menabò Group, this volume fulfills the dream of Isko™, shared by Archroma, to create a space in which to delve into the cultural currents, the ebbs and flows that move the world of denim, and this book is that space. Naturally this is no encyclopedia, since it would be impossible for a single volume to cover every last detail of such a tumultuous sector. It should rather be seen as a catalyst.”