The Godfather of Denim, Adriano Goldschmied, Takes a Page From History to Launch His New Brand

Adriano Goldschmied was a young, inexperienced denim man who launched his first premium blue jeans brand, Daily Blue, almost 50 years ago. His plan was to sell his brand new creation in Cortina D'Ampezzo in northern Italy, where celebrities and jet-setters hung out. Goldschmied had a small shop in the town and was selling his jeans at a price equivalent to $1,000 today. Although he was not sure how his product would perform in the market, he knew he had a winner when Brigitte Bardot, a French actress, spotted the jeans and purchased a pair. The blue jeans maker in his late 70s recalled, "The idea of a sophisticated product, premium denim, and for me, that was at that time, was to make something unique and different." Goldschmied continued on his own path and created many denim labels, including AG Adriano Goldschmied which is now owned by Los Angeles denim producer Koos Manufacturing. A. After moving to the United States from England in 1998, he settled in Southern California. He became a partner in Citizens of Humanity in Los Angeles. He left Citizens of Humanity in 2014. He helped Chloe create its first circular jeans. He is a serial inventor, who loves to invent new ideas and keeps moving on. "Creating brands is what I love most in my entire career. He explained that if I know I'm a winner, I walk away. Daily Blue denim jacket While having dinner with a friend, the conversation turned to Daily Blue. The blue-jeans designer remembered his passion for creating the first brand. He recalled that he had the same enthusiasm when he started his career. I knew nothing about the business. Only what I knew was the exact requirements of my sophisticated customer. He decided to break his long-held rule and relaunch Daily Blue with Japanese fabrics, eco friendly washes and treatments, and simple, but elegant looks that can be stored in someone's wardrobe for many years. The denim expert said, "I don't design extreme fashion." "I like to see a woman who takes the time to clean out her closet and doesn’t throw away her jeans," she said. Right now, the luxury denim women's collection is comprised of 18-20 pieces, including blue jeans, jackets, vests, and overalls. It retails for $350 to $450. Goldschmied stated that he believes in small things being made well. Photo by Deborah Belgum. The treatments and washes are much more subtle than the distressed look of the past. They also have the eco-friendly laser treatment that reduces the appearance of any whiskering. Goldschmied ordered his first batch of blue jeans, 300 jackets, and 200 shirts. Retailers need to make their merchandise more frequently to retain customers. The designer stated that shopping is not just about buying something, but also for the experience of feeling it. The look was the main focus of the designer's first brand. He wants a great design that incorporates sustainable elements and premium fabrics. This is his second brand. "We used any product to make jeans nice. It would have been a bleach or a toxic acid. Nobody was concerned back then. "At that time, I was a voice of the desert."