We have asked the guys from DON THE FULLER to tell us more about their brand. We were curious about the designer – what is the idea behind the brand, where do they come from and where are they going. Below you can read more about this unique Italian brand in our Q/A with the designer, Rinaldo Flemak.
“DON THE FULLER is a denim project which is different, unique, because denim for us is way of live. It IS our life, it’s what we have done with passion for 35 years. The founders and creators of DON THE FULLER are part of the Italian denim history.
DON THE FULLER is not just another denim project but our ambitious goal is to offer the best jeans of the world to our consumers. Every day each, each person that works on this project is aware of this fact. We strive to produce outstanding denim, 100% made in Italy.
Our concept is based on two facts:
- using the best raw materials in terms of fabrics, accessories, embroidery, and embellishments
- Italian creativity that means pure Italian passion
DON THE FULLER works with the best available denim fabrics independent of the costs. Our suppliers include Kurabo, Kuroki, Showatex, Candiani,and the best of ISKO.
Our approach is 100% sustainable and we care about the health of our employees, the environment, and the safety on our premises. We have been all about slow fashion since the beginning because we believe in quality.“
Q: Is your company sustainable?
A: We respect the environment by mostly using organic fabric and and conscious washing techniques. It’s a denim washing process that will replace the stone wash by eliminating water, stones, and chemical products, using ozone treatment. 88% water saved per treatment. Also he safe chemical method provides a wide set of products under the name of Green: these products do not include sulfates, corrosives, poisons, or irritating substances, any kind of phosphate or formaldehyde.
Q: Your collections also include perfumed jeans – please tell us more about it, this is so interesting!
A: We chose to perfume some of our jeans with MYRRH, because this smell has been proven by scientist to have beneficial effects on the skin, and it also helps you to relax.
Q: What are your trend predictions for next year?
A: We expect a new year based on life change. I believe that the fashion companies will plan a smaller proposal than past seasons, focused on the values of sustainability and their use essence. There will be a switch in people’s habit of consumption, especially when it comes to fashion. People’s way of thinking about clothing will be based much more on digital information. In fact, we are already seeing a lot of big companies introducing more digital and social media options to improve the interaction with their customers.
Q: Considering the current status of the economic situation, what measures will DON THE FULLER take to keep the company going?
A: We are developing new proposals not only for the treatment of the jeans, but also for less water and zero waste. We are focusing on creating future collections using a new software to develop new styles only through images with a very low impact on the environment. We see a new reality of fashion: slow, durable, and green.
Q: We already own skinny, super skinnies and boyfriend jeans. What will be the next big style?
A: For women, the mom fit (high waist-wide hips) will be stronger than ever, and for the men the regular fit bottoms (18,5 cm).
Q: Don’t you believe and agree that generally women are getting a bit tired of too much stretch and are ready for more “authentic” denim, maybe even selvedge?
A: Woman love to feel comfortable, in fact, a part of our collection is based on comfort fabric 98%CO 2%EA. But we also love the rigid fabric, like selvedge, and we use these to achieve the an authentic light blue wash for our denim capsule.
Q: Will prints make a comeback in the next few seasons?
A: Sure, we are working on some ideas like animal fantasy.
Q: What are your predictions for the men’s denim?
A: Men’s Denim for us is about the regular or loose fit . But we also aiming to reach the guys who love a slim and skinny fit, and for these fits we are using a stretch fabric (95%Co – 1%EA – 4%POL) with a special treatment called “self dry”. It’s a sort natural resin that adds elasticity to create the best performance jeans ever .
Q: Where do you see the brand in 5 years?
A: In 5 years we’re aiming to achieve the best of our performance!
Q: What is your personal favorite denim style and why?
A: My favorite style is the Seoul, a loose fit but not long. These jeans are made with 100%CO Organic Fabric, for me it’s the best contemporary denim of 2020.
Q: Which person living or dead would you most like to see in a pair of your jeans?
A: James Dean
Q: What special denim advice would you like to give to our readers?
A: Choose DTF and you will get the feel of real denim!
You can shop for DON THE FULLER denims on their website.