OVS Elevates Denim with Adriano Goldschmied and Crescent’s Blue Infinity
Italian apparel brand OVS elevates its men’s and women’s denim assortment this fall with the help of Adriano Goldschmied.
“The Godfather of Denim,” who earned the moniker for his work at Diesel, Replay, Gap 1969, Agolde, AG and more, developed the collection alongside the OVS team. Goldschmied was brought on to deliver fashion-focused designs, unique interpretations of trends and high quality products geared toward a younger consumer demographic.
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For women, the collection will emphasize volume with cargo, culotte, and wide-leg silhouettes. Classic five-pocket selvedge jeans will be highlighted for men.
The denim collection was also designed with sustainability in mind. The most significant innovation is the introduction of Blue Infinity, Pakistani mill company Crescent Bahuman’s dye process that allows up to 62 percent water savings compared to conventional dyeing methods using indigo as well as a significant reduction in energy use and CO2 emissions.
OVS will trial the dye technology exclusively for the Italian market for the Fall/Winter 2023 and Spring/Summer 2024 seasons SS24 seasons.
“Every year OVS makes and sells about six million pairs of jeans, and together with Adriano Goldschmied, we want to further increase the quality of our denim even further,” said Stefano Beraldo, OVS CEO. “Goldschmied, who has revolutionized techniques and styles in the jeans industry, will enrich OVS with his experience and bring his culture into the company. With him, we will reach higher levels of experimentation, not only in terms of fashion content, but especially in term of sustainability.”
Blue Infinity complements the other resource-saving steps OVS is taking in its denim production. Having earned first place in the global Fashion Transparency Index in 2021 and 2022, the company measures the CO2 emissions and water consumption of its products and procures 100 percent of its cotton from recycled, organic or BCI sources. In April, it bowed its first products made with traceable organic cotton grown in Sicily.
Since 2019, 100 percent of its denim is made without potassium permanganate. OVS uses treatments that are safe for workers, such as laser technology or biodegradable enzymes, to create the aged denim effect. Cutting-edge dyeing processes that improve color absorption and high-efficiency water treatment systems, have allowed the company to minimize water consumption.
In April, OVS partnered with Italian chemical company Officina39 to develop the first Re-Up project, an initiative to upcycled unsold T-shirts and denim. Inspired by the work of Jackson Pollock, the garments were decorated with drips and splashes of color made with Officina39’s circular Recyrom paint.
