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  • A Talk With Adriano Goldschmied

    A Talk With Adriano Goldschmied

    There are some people in different industries who don’t need an introduction . They are market leaders , revered and followed so much due to their innumerable contributions to the industry. That is the reason, our guest who is a serial brand creator, innovator and mentor and guide to the denim industry – Adriano Goldschmied – does not need any introduction. Fondly known as the ‘Godfather of denim‘ , Adriano has never stopped working ever since he stepped into this industry and has been a juggernaut of creativity during so many decades of his work.
    We always try to catch up with him in some months as we know he must have already moved ahead with his work creating something better. Its always a pleasure to talk to him and we reproduce our discussion with him regarding the relaunching of House of Gold and other projects.

    Adriano, with your extensive experience and legacy in the denim industry, what inspired you to relaunch House of Gold and embark on this new journey in the current denim landscape? 

    Fabrics are a very important step in the design process and sometimes to buy fabrics from collections for me  is not enough. On one side I have very clear ideas about what I want in term of circularity, sustainability and aesthetic and I cannot say away from that process and make it happen. In addition I really care not only about what I do in design in my projects but also to bring innovation to the entire segment and try to improve our industry and have influence on the all chain. Bringing to the market the right products is the right thing to do if we like to mark the road of the improvement of our industry. House of Gold rebirth  is about this, help the brands to choose the right products and fight for a lower impact. 

    The denim industry has evolved significantly over your illustrious career. Could you tell us about the changes you’ve observed and how House of Gold plans to adapt and thrive in this dynamic environment? 

    Probably somebody will smile… but when I started my career,  laundry business was not existing,  denim was available only made in US and not available in Europe and no Asia, the chemical industry was dedicated only to pollute the world with pesticide and the word “sustainability” was totally unknown and  “ethic” in the industry even less. Water  at that time  was considered always available.So today when I turn back and I see what we all did looks to live in another planet thinking about all the progresses. Unfortunately it is not enough plus we do not have another 50 years, we need to give proper answers max in a few decades and arrive to a neutral industry. And this still not enough, when we arrive to be neutral we have to  start a process of fixing and repair all the damages that we created. House of Gold plan is to be part of this process in the segment that we operate and push more we can in this direction.

    The collaboration with Filippo Donati is very intriguing. What specifically attracted you to collaborate together?

     Filippo is coming from the elevated textile distribution business bringing in US the best Italian/European mills, my background is a life in Denim. Merging our two experiences is bringing to that table something very special and our common passion for what we do is gas on the fire..

    The House of Gold has always been associated with innovation. Can you provide some insights into the innovative strategies or technologies you plan to incorporate into your denim offerings under this new venture with Rajby? 

    It too early to be specific, with Raiby Textiles we bringing this process, called “beluga” that is champion in sustainability and not by accident we got, only company in the world, the Diamond & Diamond certification, in long term our goal is to increase the percentage of eco fibers,  recycled, natural and manmade. Our dream is to eliminate fossil fibers and reduce more we can the use of virgin cotton and give more land  for food that is what humanity really need.

    The relaunched Daily Blue collection seems to have a strong emphasis on sustainability and innovation. Can you share some specific details about the sustainability initiatives and innovative features that will set this collection apart in the market?

     Daily Blue for now is a very small brand that is testing and experimenting paths that are important in our industry, just to mention a few things, we are using fabrics with percentage of recycled fibers, hemp, Tercel, biodegradable buttons, biodegradable pocket lining and at the laundry we work as partners with Soko in Italy reducing dramatically the use of water, chemicals and energy. We are starting now to go into a severe digitalization with Tukatech that today is changing the way we create a develop product and the way we offer the product to the market.

    For more details contact Adriano’s team here.

  • OVS & Adriano Goldschmied Collaborate For A Sustainable Future

    OVS & Adriano Goldschmied Collaborate For A Sustainable Future

    OVS, the Italian fashion chain and Adriano Goldschmied, the “Denim Guru” have joined forces to introduce a new denim collection that run from F/W 2023.

    Together with Adriano Goldschmied, we want to further increase the quality of our denim

    Goldschmied, who has revolutionized techniques and styles in the world of denim, enriches OVS with his experience and brings his culture to the company.  With him, we will reach more evolved peaks of experimentation, not only in terms of fashion content but above all in terms of sustainability,” said Stefano Beraldo, CEO, OVS.

    F/W 2023 has an exciting new collaborative collection with Goldschmied that is guaranteed to bring something special to every wardrobe. This collection offers a range of silhouettes, from cargos and wide legs to tailored details and fits, designed to enhance all body shapes.

    With innovative fabrications and eye-catching design features, these pieces create looks that transition seamlessly from day-to-night.

    OVS & Adriano Goldschmied

    For men, five-pocket jeans in selvedge denim represents the ultimate expression of jeans and has been crafted with Adriano’s years of expertise in the industry. Together, they have created a perfect blend of simplicity and sophistication that offers the customers an authentic selection for all occasions.

    OVS & Adriano Goldschmied: Collaborate for a Sustainable Future

    “I was impressed by the expertise and sustainability strategy developed by OVS, a group driven by a deep responsibility and awareness of how the business must evolve,” Goldschmied said.

    Game Changer Dyeing

    Additionally, OVS is taking an innovative approach to dyeing with the introduction of Blu Infinity, a type of dyeing created by the Pakistani company Crescent Bahuman. This new dyeing is set to be a game changer for the F/W 2023 S/S 2024 seasons for the Italian market and it will be tested on a selection of men’s and women’s garments.

    With this project, OVS promises to bring the latest trend in dyeing innovation to its customers. Additionally, it improves color absorption and ensures low usage of water. Check the video below :

    OVS Sustainability Approaches

    Over the last several years, OVS has long been committed to creating a more sustainable approach to its dyeing processes, from reducing water usage to decreasing carbon dioxide emissions.

    • OVS has adopted the Blu Infinity dyeing process which saves up to 62% more water than conventional indigo dyeing methods and significantly reduces energy consumption and CO2 emission.
    • OVS, as of 2019, has taken a pioneering step to stop using potassium permanganate in its denim collections. Potassium permanganate (KMnO4) is involved in many chemical processes that are hazardous to both humans and the environment.
    • To achieve the aged effects of their denim fabrics, OVS utilizes non-harmful treatment, such as laser or biodegradable enzyme technology.

    This shift towards eco-friendly fashion production is a constant effort of conscious-minded brands across the globe that are looking for effective ways to reduce environmental pollution while still maintaining high quality standards.

    OVS & Adriano Goldschmied

    How OVS Is Staying Ahead In The Market?

    In order to stay competitive in this quickly evolving green economy, the group decided to further its decarbonization strategy in 2022.

    • This was achieved through lowering its environmental impact by embracing more sustainable raw materials & production processes.
    • To minimize emissions even further, the group also introduced photovoltaics and increased collaboration with its suppliers in adopting new low-emission technologies.
    • OVS is staying at the forefront of fashion sustainability by not only integrating new production models and processes, but also committing to using eco-sustainable materials for the construction of its shops.
    • To prove their commitment to sustainability, OVS recently released a T-shirt capsule made from organic cotton grown in Italy. This capsule will be not only unique in terms of its fabric, but also unique in terms of its production process.
    OVS & Adriano Goldschmied: Collaborate for a Sustainable Future

    Last year was a success year for the OVS Group with an 11.3% increase in their net sales to €1,513 million.