Japanese Denim
Adriano Goldschmied with the EDWIN guys in Japan

A couple of months ago we posted about the EDWIN USA launch of the women’s denim collection here in the USA. And that the designer of this collection was none less than denim guru, Adriano Goldschmied.

We are so excited (and curious!) about this collection and we absolutely needed to talk to Adriano to know more. How does this one man manage to be so tirelessly creative and innovative…. how does he do it to always come up with new designs, innovative denims and all.

And most important, what is the EDWIN USA women’s line, which is launching in stores next month, going to be all about. And why EDWIN’s women now?

Here are the answers from Adriano in an adorable mix of modern American English and old-time gentle Italian language interpretation!

Q: Adriano, with all the exciting projects you have been involved with lately, like the Hale Jeans for Amazon and the Refibra collection, just to mention a few. How do you still find time for even more things to do?

A: Looks like the passion for denim makes miracles.. It is all about creating an amazing team of denim lovers that share my vision.

Q: Your latest collaboration is with EDWIN. What made you decide to create a line of women’s denim for them?

A: Finally, women are achieving the right to equal positions with the men. Therefore, why not the right to have a great Edwin jean?

Q: Why is Edwin for now launching the women’s line here in the USA and not in Japan?

A: Los Angeles is the home and the capital in the world for the women’s jean. Here we have all we need, the know how, an amazing industry, the best vintage stores, Hollywood, and the music. For a very long time California has been creating life styles.  And if we pass the test here, we are ready for the world. By the way.. we have beautiful women too…

Q: I have seen your collection at the tradeshow here in NYC. And I was impressed with the quality and executing of the pieces. As opposed to the famous EDWIN men’s line which is practically mainly about selvedge and basic, you have created some highly fashionable and spot-on trendy pieces for the women. Can you tell us more?

A: I have the opportunity to work for an iconic denim company like Edwin that have direct access in Japan to the best fabrics and washes that are what you need when you design for men. But when you do it for women you have to add a fashion direction, create an emotion from your point of view, which is what women need when they go shopping.

Q: Is the S/S 2018 collection that you designed a one-time collaboration or will there be more?

A: What I try to do is to create a new generation of products and prepare the brand to jump into the future. If they don’t fire me on the way… my intention is of a long and solid collaboration. {note from the editor: ha! “fire” AG, yeah right!}

Q: What are your trend predictions for next year? What will be the next big style?

A: The evolution of the skinny into the straight leg, a new generation of boyfriend fits, and the introduction of sustainable fibers.

Q: And what about rigid jeans for women? We all know that skinny stretch jeans are here to stay, but what with all the vintage trends going on, do you think that rigid denim for women will be as strong as the skinny stretch jeans?

A: I have learned that in fashion nothing is here to stay. The taste is always changing and all the time consumers are looking for innovation and new trends. The proof is that nowadays, non- stretch denim and the new fits are the best selling items in the stores. The beauty of fashion is that nobody could predict this direction a few years ago. All the time there is a new game and we have to play it right.

Q: What is your take on selvedge jeans for women? Do you feel that women have been more inclined lately to spend more for selvedge jeans than in the past?

A: Positive. The new fits, like the straight legs and slimmer boyfriend styles are perfect for selvedge denim. The quality and the washes that you can achieve using selvedge denim are unique, and today’s women recognize and appreciate their value and are ready to buy them regardless of the higher price tag.

Q: In terms of denim, do you have any new materials in mind?

A: Yes, to substitute cotton with more sustainable fibers and with new technologies like spinning, we can produce and offer denim that is the best for luxury brands. Especially brands that have entered the denim market just recently.

Q: What is your personal favorite denim style for women and why?

A: The classic men’s selvedge jean because women can wear it in so many different ways…. it is all about fantasy and being creative (stay tuned, we’ll show you how here @Denimology)

Q: Which person living or dead would you most like to see in a pair of your jeans?

A: Ernest Hemingway and my mentor, Franca Sozzani.

Q: What special “denim advice”  would you like to give to our readers?

A: Don`t trust the brands but just the mirror.

Q: And last, but not least – is there anything else you would like to add ?

A: I think that we are living in a fantastic era where innovation is changing our life and humanity can find a fantastic elevation. The denim business has to be part of that and we do not want to loose this opportunity.

Adriano Goldschmied