Specialist textile finishing technology provider Jeanologia has said its aim at Denim Première Vision will be to promote denim customisation. The exhibition takes place in Milan on November 23 and 24.

It will demonstrate its Nano Retail personalisation laser technology at the event and has said its aim is “to foster the creation of authentic in-store experiences and revolutionise point-of-sale”. It says the technology can do this by allowing brands and consumers to co-create looks, “cultivating the creativity” of denim fans. 

For consumers, according to Jeanologia, this will have the effect of “generating an emotional bond with the garment they are buying”.

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