This is all about a just launched Italian brand, SPIDIDENIM. They do not believe in fashion, but in creating timeless pieces that will become carryovers.
I am really intrigued by this concept. It would be just so awesome to wear a pair of jeans for several years without having some fashionista point a finger at you: oh, your jeans are so yesterday! 😉
Here is what Nicola Dalla Grana, President of Spidi Sport Srl, tells us about the concept of his brand:
“Our mission is to furnish our dynamic and hi-tech oriented consumer the means to dress themselves utilizing the maximum in terms of technology, fit and comfort. This concept implies that SPIDIDENIM has an intrinsic value that connects to fashion. While apparently true, we are actually at another level. We see our creations as more design than fashion. Industrial design is a concept that we can identify with because it perfectly combines function, economy and aesthetics to create products that last over the years; Just like our creations, which will hopefully become carryovers, and ideally timeless icons. So much so that many drivers from MotoGP choose to wear their SPIDIDENIMs off the track, including Andrea Dovizioso, Aleix Espargarò, Leon Camier and Alex De Angelis”
The world of Denim is fascinating. Multi-layered and eclectic. A wide spectrum filled with meaning. In a realm where all seems to have been said and done, a new chapter appears. SPIDIDENIM. A breakthrough brand. Nature + technology. Speed + authenticity. With style and performance transposed from the world of motorcycle racing. A denim collection charged with innovation, carrying a name that epitomizes speed and performance on the road. A new unexpected concept. Technical at heart and premium both visually and to the touch. Rider spirit, metropolitan soul, streetwear feel.
“Why not apply high performance quality and well honed techniques used for racing wear to the glamorous world of denim? A new way to conceptualize jeans in the fashion world without being fashion dependent. Fresh interpretations and aesthetics for daily wear in a new and functional style. Contemporary and cool. The revolution starts with the fabrics. The fabrics unite absolute resistance to abrasion, impact and ripping, exactly what is required on the MotoGP track, with the softest textures, easy to wear and comfortable, exactly what jeans lovers demand.
The lab is always at work. One of the top innovations involves the application to denim of the exclusive Eco compatible nanotechnology, NanoSphere® developed by Archroma and Schoeller Technologies free from coating and pollutants. Resulting in jeans that are water and oil repellent, self-cleaning and therefore environmentally friendly due to reduced detergent, water and energy use. In addition to the exclusive anti-UV black denim ColdBlack®, another product of the Schoeller Technologies.”