Fashion Talk
Adriano Goldschmied

Adriano Goldschmied

Founder
AG Jeans

The hype around 'designer jeans' was created by him. And the new wave of 'premium' jeans from California? Well, he was behind that too. So, speaking of behinds: Adriano Goldschmied creates the jeans that will make yours look the best, always. In 2015, Goldschmied launched a new project called 'Acynetic', where he pushed another boundary, fusing athleisure and denim by using new weaving technologies to create extremely stretchy jeans. He led the relaunch of Edwin Jeans' North American reboot in 2017. He also partnered with Lenzing last year to design a 15-piece collection that showcases Refibra. Now, he is partnering with An Original Penguin by Munsingwear for a Fall '18 collaboration that will combine Goldschmied's denim know-how with the brand's youthful aesthetic. For Fibre2Fashion, the Godfather of denim, who masterminded the rise of iconic brands such as Diesel, Replay and 7 for all mankind-Adriano Goldschmied- has answered 13 questions.

Fibre2fashion : You're known as the Godfather of Denim. How do you feel about this title?

Adriano Goldschmied:

Old.

Fibre2fashion : What are your projects at the moment?

Adriano Goldschmied:

Mostly textile innovation, research, and designing athleisure.

Fibre2fashion : If you had to pass on your title, or adopt a godson or goddaughter of jeans, who would it be?

Adriano Goldschmied:

I would award the title of 'Godson' to Jason Denham- the much acclaimed denim guy, and 'Goddaughter' to my real daughter Marta.

Fibre2fashion : In your opinion, what is currently the most pressing issue in the fashion/denim business?

Adriano Goldschmied:

A lack of innovation.

Fibre2fashion : Describe your favourite pair of jeans, please.

Adriano Goldschmied:

501 of 1947.

Fibre2fashion : You have built from scratch and then left some of the most iconic jeans brands in the world. Why is that? Do you get bored?

Adriano Goldschmied:

I like to give birth to projects, and when they are ready, I pass on to the next one.

Fibre2fashion : The one dream in denim that still has you craving for more?

Adriano Goldschmied:

I hope that we will change our industry to one with zero impact on the environment.

Fibre2fashion : You have experienced denim in all its hues. What has disappointed you the most and why? What made you happiest and why?

Adriano Goldschmied:

Disappointed: When I see someone who has a deep culture and know-how, going out of business. Last case is the Martelli Laundry in Italy. It is a big loss for all of us. Happiest: When I discover that the young generation has the same passion for denim that we have.

Fibre2fashion : What has been your most satisfying moment in the denim world?

Adriano Goldschmied:

When, a long time ago, we found that we could wash and make a finishing on jeans. A new era started.

Fibre2fashion : How does a pair designed by you differ from any other denim brand in the world?

Adriano Goldschmied:

Design is about unique creativity. Every creative work is a combination of factors that are making our projects different from any other. I do not have a "signature" that I repeat; everything I do is like designing on a white canvas.

Fibre2fashion : Denim and sustainability were not the best of friends, and even now have a long way to go. What is your dream denim?

Adriano Goldschmied:

In the first period of our design activity, we didn't think about sustainability. Now, we have the responsibility to fix all our mistakes and leave it to the next generation a clean industry.

Fibre2fashion : Colour and denim... your thoughts?

Adriano Goldschmied:

The blue is blue. Period

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