BBB Denim Expert Talk


In cooperation with BREAD & BUTTER, the Berlin daily newspaper Der Tagesspiegel and the Berlin city magazine zitty held the symposium “Stilfragen – fashion expert talk”. In a podium discussion, denim geniuses Adriano Goldschmied and François Girbaud, and the new generation of influential denim designers Jason Denham and Scott Morrison discussed what good design is, and the role that it plays for jeans. The discussion touched on subjects such as the reason behind the price of premium designer jeans, the possibility of  creating a new image of a brand that is damaged, and the importance of fashion for denim products. On this last topic, Adriano Goldschmied said that the good thing about denim is its many faces, that’s why it has survived for so long and that today it’s all about creating an emotion, that’s what will make people buy yet another pair of jeans. He added, ” I am part of a generation with Francois (Girbaud) that in some way came from jeans, that was the uniform of a worker, utility, and we’ve been able to bring it to a new level.” He said that when we turn to fashion, we can also kill the jean when we go too far, and that “the best thing a designer can do is know when to take the pen off the paper…”

Girbaud talked about the legacy they left behind when they started stone washing jeans, at a time when the more chemical, the better, and how he (and Goldschmied) want to turn things around by working with lazer and ozone washes to save water and be less harmful to the environment; not as a trend, but as a way to take responsibility and create a real change with a final product where nobody can really see the difference.

Jason Denham mentioned his archive project. He’s been a collector for most of his career and  just found the right curator to handle it. His aim is to share with everyone the history, which has influenced so many new products and on which many heritage brands are based.

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