OVS signs up Adriano Goldschmied
Italian fashion retailer OVS has inked a long-term deal with denim industry luminary Adriano Goldschmied, who pioneered luxury jeanswear from his shop in Cortina d’Ampezzo in the mid-1970s.
Mr Goldschmied, having only relaunched the brand that started it all, Daily Blue, late last year, will oversee OVS’ entire denim offer in a consultancy role, with an emphasis on sustainability advancement, as well as unpacking its current systems and practices. Already, the team has secured the Italian exclusive for Crescent Bahuman’s lower-impact Blue Infinity dyeing compound, which dyes warps without indigo, until next year's spring collections.
The designer will also work to make Venice-based OVS' denim category more directional, through introducing cargo jeans, culottes, selvedge and more from September, including some articles priced at below €50.
“OVS was the perfect vehicle,” Mr Goldschmied said, “because its volumes are so impactful per se in terms of energy and water consumption, processes and selection of fibres."
According to the retailer's chief executive, Stefano Beraldo, the business sells roughly 6 million denims annually. It ceased use of potassium permanganate in 2019 and has been exploring laser technologies and biodegradable enzymes to produce its distressed looks for several years now.
Image credit: OVS.
