Sustainability, heritage and the brand’s signature aesthetic: all these values are embodied by the new Liu Jo Better Denim capsule collection, which was presented to the trade sector in January, as a preview of the Fall/Winter 2019 season, during the sector’s international trade events, Premium and Modefabriek. It not only represents a new collection but also – and above all – the first step in a move towards a green direction and the sphere of sustainability, starting with the most iconic garment that has distinguished Liu Jo all over the world over the years: denim.
The sustainable capsule collection, the result of the careful fusion of innovation, research and style, represents the latest evolution of the brand’s denim range, the fits and performance of which have left their own indelible mark over the years – starting from the iconic Bottom Up jeans, launched in 2008 – enhancing the shape and femininity of thousands of women.
The Liu Jo Better Denim collection will arrive in stores in June 2019 and is the result of a partnership with Candiani Denim, a leading company in the denim scene and player par excellence when it comes to sustainability. There are 13 garments made from 5 models – brand icons, with some Amazing Fit pieces also standing out – and a girl’s offer too. The denim is made using Kitotex®* technology, which can drastically reduce the consumption of water, chemical substances and energy during the manufacturing process thanks to the use of chitosan, and innovative Indigo Juice® technology developed at Candiani, which further reduces water and energy wastage during washing, while maintaining a flawless product performance and look.
The result is surprising and translates to pieces with exceptional performance, symbolic of those very values of glamour and femininity of which Liu Jo has positioned itself to be the privileged interpreter, and that today are enhanced even more by eco-sustainable manufacturing. The brand is also creating a comprehensive, signature project around this capsule collection, which – starting with the international trade events – will provide materials for stores that will include labelling, packaging, store displays and dedicated offline and online communication activities.
Marco Marchi, President and Head of Style at Liu Jo, had this to say on the subject:
“For us, this capsule collection represents the first step on an important journey to make sustainability and environmental protection fundamental points of focus. Points of focus in which Liu Jo believes and in which we are investing energy and resources. It is no coincidence that this first step towards being green is tied to denim, the category that best represents the brand and that most conveys the values of femininity, glamour and quality that we have been promoting for over 20 years and that today best conveys the fusion between innovation and premium fashion for us”.