MY all time favourite jeans are Fioruccis! And guess what? The original need-to-know brand is back. Founded by Elio Fiorucci in 1965, it’s now reinvented, with its elegant intellectual property up for grabs!
I love it so much I needed to find out about blue denim. I knew it was everywhere and full of meaning. Jeans began as work-wear in Europe; ‘bleu de Genes,’ the blue of Genoa in Italy and denim from de Nîmes in France, trousers worn by 17th and 18th century soldiers and workmen.
When Karl Marx, political economist and first human interest journalist, was formulating his theories about emerging groups in cities, Levi Strauss was making jeans for the Wild West workforce in America.
Denim is the most significant Fashion story of the last seven decades. Designers cannot make a move or invent a look without considering how to include the beautiful blue in their collections.
So important a trend is denim that there are an infinite number of blog posts on the topic. John Fiske’s the ‘The Jeaning of America’ should compete with the bible as a Desert Island Discs book choice!
There’s even a dedicated education site with a book by Thomas Stege Bojer ‘Blue Blooded,’ with ‘everything you need—and want—to know about jeans.’ His intention is to keep retailers on target, knowing the whole process and being in touch with teams of influencers and bloggers through his sites.
When jeans are assigned to specific labels, manufacturers are able to compete with other makes in the market place. The social identities, the designers define, become the signature look of the clothes. Designer jeans speak to market segmentation and social difference; they move away from the shared values, away from nature, toward culture and its complexities.
No one can ignore the phenonomen and Georgio Armani is no exception. A significant change is happening at the privately held multi-billion-dollar Italian firm still run by its 83-year-old founder, who launched the business 42 years ago. Its restructuring aims to streamline Armani around three distinct labels.
Giorgio Armani Privé (ready-to-wear and couture) and Armani/Casa (home goods) now lives under the Giorgio Armani ombrello. Emporio Armani, more democratic ready-to-wear, will include Armani Collezioni and the pricier elements of Armani Jeans. A|X Armani Exchange, which competes with specialty retailers and fast-fashion purveyors alike in terms of price, will also sell denim. The dreams of Genoa continue!