Candiani reveals Coreva store in Milan, directly enters South Korea
Milan-based denim producer Candiani recently opened a new brick-and-mortar store, named Candiani Vision, in the city’s Porta Ticinese district.
Dedicated to its Coreva technology, often described as “the world’s first biodegradable stretch denim”, the space is set to be officially unveiled during Milan Men’s Fashion Week, which runs from June 18 through June 22.
Coreva, made from organic cotton wrapped around a natural rubber core, is the only bio-based and biodegradable stretch technology currently available for denim, a press release said.
Co-owner and global manager of the Italian denim company, Alberto Candiani, worked alongside design studio Wråd, based in Vicenza, on the “immersive” store concept, including an interior installation highlighting plants grown with compost derived from Coreva denim (“from stretchie [sic] to veggie”, as the display reads).
As if to close the loop, the composting of processed Coreva denim flakes at the end of the fabric’s “life” is also portrayed.
Meanwhile, Candiani recently celebrated another milestone in the form of directly entering the South Korean market. Alex Chang will manage local operations from within the country.
Commenting on the news, Mr Chang said: “Today, Candiani is regarded as the most eco-friendly prestige fabric producer in the textile market. This year, the company aims to actively target the domestic Korean market with Coreva as the mainstay.
“We hope to supply 30 brands and generate sales of KRW 3 billion [around $2.7 million]. Based on Candiani’s longstanding denim know-how, we will offer various fabrics that match local denim trends.”
Image shows the interior of Candiani Vision. Credit: Candiani Denim via Instagram
