The mission, to launch the Denim directions for Fall / Winter 2015 or add confirmations to the bookings for Early Spring '15 and even top up on cool ideas for short term orders for Fall / Winter 2014.
It was a 'Hot bed' of new inspiration and new energies in Denim.
The newest innovations, the experiments of the last 10 months, if not, in some cases the developments of the last 12 years, have now come to light in what looks like a mentality change in the denim market...
The newest innovations are clearly focused on how to "Clean up your denim act!"
Act ECO - one of the most inspiring new innovations, is focused on ECO. Highlighting how to wash with less water. In some cases, it is now possible to do a complete wash process, using only 1 cup of water per jean!
How? Through 'Nano vapour particles' and steam!
New WATER - LESS dying processes are now possible through fibre dying, before the fabric is actually woven, it is injected with dye, this way using less water and actually keeping a stronger colour longer!
ICE BLASTING now replaces 'Sand blasting'. A traditional process which required a huge amount of water in the finishing process. Now with ice blasting, water is frozen to below -70 degrees and then using high powered CO2 gas, it's blasted back on the jeans to create textures and original features. The next phase is to re-capture the manufacturers output of CO2 and to close the chain using their own, internally produced CO2 to create the new gas to blast the ice through. The design details achieved can replicate the original vintage details with 100% accuracy.
A New GENERATION is going it alone. Some of the most determined and talented new designers I've met in a long time, are taking on the big industry names and creating their own collections and products, with concepts that are not only creative but personally inspiring and individual.
Based on concepts around a perfect fit, a family heritage or just simply the right product at a new 'True price.' They aim to use their concepts, to reach a consumer market, who appreciate their energy and commitment.
They have an 'Honest design approach' which is fresh, and contagious. This is their power to communicate their passion and their ambitions. The restrictions of the 'Mass market' are not allowing them to express this passion. So..... with a little help from their friends..... they begin to share their knowledge and collaborate together on a new kind of denim and design partnership.
The ingredients are simple, a friend who is great at 'this' and has experience with washing, a boyfriend of another friend who has a 'vintage store' in the city, with a great collection of original pieces. Finally the designer, themselves, who have the inspiration for something unique, in their own way.
This was truly a 'Carnival' of new expression, in all things Denim.
This was the launch of the BRAND NEW BLUE.