Competition in the Italian denim market is growing stronger. Italian brands are upping their game with tailoring and customization, inspiring newcomers to follow their lead. Some Italian brands try to capture the lust for an original pair of jeans by combining no nonsense aesthetics and high quality associated with Made in Italy.

Blue Blanket, Founded in 2010, has developed into a niche brand for connoisseurs. It caters to fans of a true, gritty look. The five-pocket is made with Japanese fabric. It’s sewn and stitched in Italy and a carryover item that’s never out of stock. It doesn’t follow fashion trends and uses the best ingredients like real leather and cotton.

For decades, Italy has had a strong voice position in global jeans market. Brands such as Diesel and Energy have had remarkable success, shaping trends at a global level. However, the denim market has become more contested, forcing Italian companies to adapt and find new creative ways to stay relevant in an increasingly cutthroat environment.

Not being able to compete on costs, most Italian brands have chosen to move upmarket. They position themselves in the premium or even in the luxury segment. Some of them present themselves as total look lifestyle brands. And others, like Blue Blanket, play the real deal card of authenticity and work wear aesthetics. The formula seems to be working.