Itw by Antonio Isaja – Pics by Denis Piccolo
HELLO PIERO, WHAT FEEDBACK DID YOU GET AFTER THE RELEASE OF YOUR BOOK “DETAILS – A LIFE WITH DENIM” LAST YEAR?
I’m very happy with the results the book achieved. I’ve sold all the copies and received numerous positive comments; moreover, the volume also earned a remarkable acknowledgment within the international media.
WHO IS YOUR BOOK TARGETING?
It’s mainly targeted at denim designers, and more generally at denim lovers.
THE IMPORTANCE OF DETAILS IN DENIM IS BEYOND DISPUTE. WHAT’S THE MEANING YOU ATTRIBUTE TO DETAILS AND WHY? WHAT IS THEIR PURPOSE?
Details identify the product. They make a pair of jeans interesting. Regarding second hand clothes, they tell the story of the ones who created and wore them.
WHAT IS THE DENIM PIECE’S DETAIL THAT AMAZED YOU THE MOST DURING YOUR RESEARCH?
What fascinates me the most are always patches and repair work.
AND WHAT IS THE FEATURE OF “DETAILS – A LIFE WITH DENIM” YOU’D LIKE TO BRING ATTENTION TO BECAUSE OF ITS IMPORTANCE AND WHY?
Nowadays it’s the biggest collection of details and close-ups of old denim garments. The book and also the blog- alifewithdenim.tumblr.com, consist of thousands of exciting pictures.
WITHIN YOUR PERSONAL COLLECTION OF VINTAGE PIECES, WHICH GARMENT DO YOU CARE ABOUT THE MOST AND WHY?
A pair of Levi’s from the ’30s: it’s got so much repair work, mending and patches, it became a totally different pair of pants comparing to how it looked like when it was produced. It tells the life story of several people.
WHAT’S THE MOST IMPORTANT DIFFERENCE BETWEEN DENIM INDUSTRY NOWADAYS COMPARED TO THE ONE WHEN YOU STARTED OFF?
The choice of fabrics, brands and styles increased significantly in comparison to the how it was when I took my first steps in this industry.
CONSIDERING JEANS DESIGN, WHAT DO YOU THINK IS THE LATEST NEW TREND?
A unique trend doesn’t exist. All trends are totally diverse and all yet equally remarkable. In general, denim fabrics become more and more technologically advanced and this trend will continue alongside with technologic research in treatments and washes.
SPECIFICALLY IN ITALY, HOW DO YOU SEE THE PROGRESS WITHIN DENIM INDUSTRY?
In the last ten years, with the establishment of big retailers such as H&M and ZARA, the search for the low price results consequently in downgrading product quality on the market. I think that globally we’ll witness the disappearance of the middle range brands, that’s already been happening for some time.
WHAT ARE YOU WORKING ON AT THE MOMENT? TELL US ABOUT YOUR FUTURE PROJECTS, WILL WE SEE A NEW “DETAILS” PERHAPS?
I’m working on new ideas that are still incomplete, projects about connections between product, technology and marketing. We’ll see how it will work out. I don’t think there will be a new “Details”, at least not in its original form.