Denim guru Adriano Goldschmied entered into a partnership with OVS

Milan – Italian clothing and retail chain OVS has entered into a long-term partnership with denim veteran Adriano Goldschmidt, tasked with developing the denim product category with forward-looking fashion and sustainability credentials.

The partnership, which was announced here on Tuesday, will officially begin in 2018. In the autumn of 2023, it will come with the exclusive Italian service of OVS, which will be provided by the Turkish supplier Crescent Bahuman Blue Infinity, replacing Indigo and allowing a 62% reduction in water content. consumption, as well as a significant reduction in energy use and carbon dioxide emissions. Exclusive rights to the campus extend through the spring 2024 collection.

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OVS CEO Stefano Beraldo pointed out that the company sells about 6 million Danish pieces a year, indicating that the category is of strategic importance to the company. Also, the environmental impact cannot be ignored.

The Italian retailer – which ranked fourth in the recently released Circular Fashion Index 2023 among the brands most committed to distribution, compiled by Kearney – has been increasing its interest in sustainability for a few years, such as using all cotton from recycled and organic sources, or grown according to the Better Cotton Standard. .

Overall, it has pledged to reduce its carbon footprint by 46.2 percent by 2030, a goal recognized by the Science-Based Targets Initiative.

“Three years ago, when I was thinking about starting a denim business, I had the ambition to become a leader in denim clothing not only in terms of quantity but also in terms of quality. [be able to] Offer the best 6 million [denim] Clothing is possible,” Beraldo offered.

Goldschmidt was hard to convince, but he was impressed with OVS’s supply chain and its ecological thinking and operations.

“I wanted to test myself on OVS’s sustainability strategy,” explains Goldschmidt. “I don’t think any consumer in the world is asking for the most sustainable product on offer when they walk into a store. Sustainability needs to be marketing, it just needs to be incorporated into products that look good and are innovative and relevant when they hit the retail floor,” he said.

The couple pointed out that the project is more than just a capsule collection.

As part of the long-term agreement, Goldschmidt will consult for OVS on the entire denim apparel category, pushing forward its sustainability agenda – such as the use of Blue Infinity – but ensuring that formal practices have green credentials.

OVS banned the use of permanganate in 2019 and replaced manual stressing techniques with safer alternatives, including laser treatments and the use of biodegradable enzymes.

“OVS was the perfect vehicle because volumes have a huge impact on energy and water consumption, processing and fiber selection,” said Goldschmidt.

The denim veteran was tasked with updating the offering, adding additional treatments including cargo jeans, cactus pants and tapers, wide-leg options for women and five-pocket styles for men, among others.

“It’s also about advancing OVS’s vision fashion-wise, drawing customers who want fashion-driven faces and finishes. It’s a good time in history because denim has so many trendy options,” Goldschmidt said.

The first collection, curated by Goldschmidt, arrived in OVS stores in September, priced under €50.

The partnership with Goldschmidt is not unusual for OVS, which in 2018 created Massimo Piombo as creative director overseeing all retail lines and the interior concepts of the stores.

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