Candiani Denim Plans Coreva-Focused Brand
Candiani Denim tapped a group of sustainable leaders to help evolve its patented Coreva technology into a full-fledge apparel brand.
The Coreva Design brand will offer jeans made exclusively with the Italian mill’s natural and biodegradable stretch denim fabrics when it launches for Spring/Summer 2024.
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Candiani is rolling out a series of capsule collections ahead of the official launch, beginning with a four-piece line made with Quid, a Verona, Italy-based tailoring workshop, and Orange Fiber, a producer of yarn derived from citrus waste.
The collection is designed by model Gabriela Giovanardi and consists of four gender- and size-inclusive pieces inspired by vintage pieces from her personal wardrobe. It includes workwear-inspired overalls, cargo pants, a boxy shirt and a sweatshirt. All fabrics contain Coreva and Orange Fiber and are dyed with mineral pigments.
Giovanardi also stars in the accompanying campaign for the collection and attended the Green Carpet Awards in Los Angeles earlier this year dressed in a Candiani Denim tuxedo. She previously appeared in Guess campaigns.
Candiani introduced Coreva technology in 2020 as an alternative to synthetic yarns. The technology uses the elastic properties of a plant material derived from natural rubber to create the same level stretch and comfort that plastic provides.
The mill reports that denim made with Coreva can degrade in three to four months versus years in a landfill.
Brands like Denham, Stella McCartney and Closed have since adopted the technology into their jean collections. It was also the focus of Candiani Vision, a Milanese storefront dedicated to sharing Coreva’s story and denim’s impact on the environment.
The mill operates a micro factory in the city center where consumers can customize jeans.