Denim Interview: Adriano Goldschmied

Our friends over at Denimology have interviewed legendary denim dude, Adriano Goldschmied, currently directing Goldsign and men’s Citizens of Humanity.

He talks about the secret to his success, his inspiration, the future of denim and sustainability. We’ve picked some choice quotes below but for the full interview click here.

You are famous for having started many successful denim companies, what is the secret of your success? At the end I think it is my passion for jeans. I love to design and to make new things that have not been done before. Every project and every brand was designed as a totally new concept and the consumers probably recognized that originality.

What have been your favorite pair of jeans that you have produced and why?
My favorite jean is probably the one that I will design tomorrow. I don’t give importance to the past; it is the future that counts.

Are there any new manufacturing/finishing technologies that you are excited about?
Of course, the Ozone and Laser and all the technologies that reduce the use of chemicals and the use of water and energy as they are healthier for the workers and the economy. But more than this, I am interested in the new cellulosic fibers that are man-made and can reduce the use of cotton. This will have a tremendous positive effect, while allowing more land to be used to grow food, which should be the priority.

LA is the capital of denim and also the capital of celebrity. How do you view the way in which celebrity and media have become intertwined in the marketing of denim.
Celebrities are the global ambassadors of our denim and they have a tremendous power in creating a trend…unfortunately they sometimes count even more then the product itself. But I see signs of change; social media is giving a lot of power to the “non celebrities” with good and fresh ideas. I see that things are not only being promoted from the top to the bottom, but also the other way around. The oligarchy of celebrities is opening up to a new democracy.

How important an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?
We recently had a media tsunami…Kate Middleton (shown above) was wearing Goldsign “Passion” jeans in Habit on her recent North American tour. Our sales on that style tripled (and are now back-ordered) and our website traffic increased ten-fold in a matter of hours. Not to mention credits in People. UsWeekly, The New York Times, Hello! and more.

You have achieved so much in the latest 30 years, what keeps you so passionate and what is there left to achieve for you?
I create my new goals and my new projects and I have the same passion that I had the first day of work to make them happen. Sustainability and continuous innovation in design are the things that I keep working on. In addition, I have a passion for teaching and creating teams with the same enthusiasm for denim and fashion.

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