WHAT'S THE STORY
New New Menswe ar
GIADA
“ONLY THE BEST”
Giada has established itself internationally as a partner of high fashion brands such as Yves Saint Laurent over the last 30 years – not as a classic producer, but as an autonomous business with its own strong sales network. We glanced into the future with Commercial Director Jean Michel Wohlmann.
Jean Michel Wohlmann guides Giada as a globally engaged player in premium fashion. The competences go far beyond those of a producer – and are presently being expanded once more.
Interview: Stephan Huber. Photos: Giada
The end of the partnership with Jacob Cohën opens up new possibilities for Giada. What can we expect? We believe there are three areas that harbour great potential. For one, we are returning to a core competence of our company with a strong brand of our own. The great success with licences has somewhat eclipsed that angle in the last few years. Hand Picked is entering a very important season. The product is now really mature, just in time when denim is noticeably gaining momentum in the market again. A new, very exciting partnership is underway with Incotex Blue Division. This is a meeting of two specialists at the highest level. Together we introduce luxurious 5-pockets for men, in denim and cotton. Supplemented by a few selected tops, we are launching the collection in record time via our network of agencies all over the world. We have found the ideal partner for the DACH market in Ben and. Why did you choose Incotex? Incotex’s philosophy is to make the best trousers in the world. Giada, in turn, can be described as the university of denim. That is our culture. Together we now intend to make the best jeans in the world. And what constitutes the best jeans in the world? It starts with the fit, materials, and style, and ends with reliability in terms of product quality and durability. Responsible production must be a matter of course. For Giada, sustainable manufacturing has long been part of our daily practice. Our most modern production facility in Sicily is, in fact, located in the nature reserve around Mount Etna. No problem, because we even overfulfil the corresponding requirements. Another project is the collaboration with Vilebrequin… Giada only collaborates with the best in their field. In terms of swimwear, that is certainly Vilebrequin. We started with the first jerseys a few seasons ago. This summer, to celebrate our 50th anniversary, we are introducing a very focused total look collection to complement our denim. Our ambition is to establish Vilebrequin as an all-season lifestyle brand. For the coming winter, we intend to debut a jacket. A real highlight.
Return to core competence – with Hand Picked Giada is launching its first own brand in a while. Denim is in Giada’s DNA. A major prestige project is the new 5-Pocket collection for Incotex Blue Division.
From swimwear specialist to total look provider: Giada is developing Vilebrequin into a sophisticated leisurewear collection.
style in progress
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