Adriano Goldschmied, Diesel's co-founder, is promoting a new stretch fabric, which he thinks will turn around the fortunes of the 50 billion dollars (over Rs 30,700 crores) denim industry. Made from blending indigo, nylon and polyester, 'active denim' is already receiving good response from large players including G-Star and Diesel.
The fabric is suitable for today’s requirement of comfortable clothing such as leggings and yoga-wear since it performs like an activewear fabric, stretching as much as 80 per cent in a diagonal way. Goldschmied's company Goldsign is promoting among premium denim manufacturers before making it available to the mass-market brands. At the IAF Convention, he made a presentation on ‘Transforming the denim business’, in which he chronicled a series of milestones that helped him turn jeans into a staple of Hollywood celebrity wardrobes before gaining wider popularity and spawning top brands like Levi’s, G-Star and Diesel. Often called the 'Godfather of denim’, Goldschmied is credited for turning jeans as work-wear to fashionable garment.
<p> Experts at the convention opined that fabric manufacturers are creating new and more fashionable finishes, such leather and shiny finishes giving a new meaning to denim fashion. Several initiatives are being taken to revive the industry. For instance, the House of Denim is expanding its Jean School educational programme and also plans to launch other such schools around the world.