I’ve always been a premium denim devotee. So the name Adriano Goldschmeid is very familiar to me. This is the first time I’ve had the pleasure of featuring this denim pioneer in a Très Chic Now Designer q+a and I couldn’t be more excited! Without further ado:
Dena ~ What sets this line apart from other premium denim lines, especially your incredibly well-known former labels?
Adriano ~ “There are many factors that make Goldsign different from most of the other denim brands in the market. Goldsign is designed for a sophisticated customer that does not love to wear what everyone else is wearing. She is a customer that has a strong personality that knows fashion but has her own interpretation and identity. Goldsign, as a kind of underground and ‘hard to find’ brand is perfect for that woman, who likes to be unique.”
“More importantly, the design is very special, with strong innovation in the fabrics, washes and fits. Goldsign, most of the time, introduces new trends that become popular after for all the other brands. For example, Goldsign is the brand that invented the super-stretch fabric taking the jean to a new level and dimension of design. This fabric is now more mainstream and can be seen in numerous denim lines worldwide. Our mission is different from many of the others as our goal is not to be big, just great and cool.”
Dena ~ You were a pioneer in premium denim. Is it difficult to see an over-saturated market full of premium wannabes?
Adriano ~ “Honestly, I have more fun today that the market is over-saturated than the times it was not. I love the competition and the pressure to always be inventing new things as the old ones are getting burnt and the new ones are getting the attention of the market. Obviously, sometimes you lose, but in that case it is good to learn your lesson and then go for the gold the next time. Fashion is like a fire that requires wood…all the time…”
Dena ~ How has your business changed now that there are so many competitors?
Adriano ~ “First factor of change I would say is the speed. We are in the era of Internet and everything goes at a very high speed. Changes, innovation, design, communication, marketing and all of a companies strategies have to be coordinated to respond properly. One segment of that, even if it is very good, is just not enough. Today you need a good mix of all of these areas. Another thing, that I personally really love, is that you need to think globally, you need to be strong in your home country but especially in the newer and more International markets. It is there that you can really create the future.”
Dena ~ What are some of the denim trends that you’re most excited to feature for fall 2011?
Adriano ~ “There are a lot of changes that are very exciting. One is the use of new cellulosic fibers, which give a more luxurious look with a great hand to the fabric that we never had when products were 100% cotton. The non-denim products are important in the stores right now especially in great colors, bringing new life and freshness to the denim world. Our new corduroy has more of a drapey, silk-like feel than ordinary corduroy and the ‘Brick’ wash is a great red to stay on trend for the Fall 2011 season.”
Dena ~ Which specific styles/washes are you most excited about for fall 11?
Adriano ~ “Seville in Bangles is a high-rise relaxed wide leg in a clean, dark blue indigo wash. It is totally new for us and represents the new wide body trends of the season.”
Dena ~ What are your signature styles/best sellers right now?
Adriano ~ “Probably our ‘Jenny’ because it is a very special jean originated from the design of the classic American selvage jean but updated into a super-sexy style. It is the jean of the 195o’s—think Marilyn Monroe redesigned for the women of our time.”
@JennyHG ~ What do you see as the next big denim trend?
Adriano ~ “The new innovations in fabric. Denim does not only have to be cotton, but can blend many different new fibers.”
Yvonne Choi ~ Since women come in so many shapes and sizes, how do you decide on and design the fit of your jeans?
Adriano ~ “First I decide which one for me is the right trend and fashion direction and then I design the fits that are the best representation of that trend. I give a lot of attention to have a clear idea and a clear point of view. The customer has to understand your message and your aesthetic. I don’t need to be good for everybody, I just like to be good for my customer.”
Visit goldsign.us for more info.