This summer, Giordano launches their denim collection that signifies the revival of the rebel and the rebirth of the grunge and rock look. Raw and rugged, the new denim collection brings back some of the elements that propelled jeans into the fashion world during the mid twentieth century.
Ishwar Chugani, Executive Director, Giordano Middle East, said:
‘From the days of cowboys to the silver screen with James Dean, denim has been a fashion trend that has evolved with the times. We decided to go retro this time around and recreate classic styles that started the off-beat fashion fads of the 50’s up to the 70’s. Inspired by style icons, the boys go bad this season while the girls go grunge.
The denim collection focuses on the traditional qualities of denim as a fabric and features a variety of hues and washes, from light tints to dark indigo.
For men, the collection features jeans inspired by the 1950’s rebel appeal that fashioned the young biker look. The fabrics are rugged and wrinkled, creating a carefree attitude with a dose of bad boy charm. High waists and wide legged, the women’s collection draws inspiration from the psychedelic seventies of hippies and grunge rock.
‘Whether paired with tees for the dressed down look or with a shirt and blazer, complimented with pumps and blouses, a pair of jeans would most likely be the longest surviving item in your wardrobe that remain relevant no matter the era,’ commented Chugani.
Aside from being artistic with denim, Giordano also focuses on the process involved in making denim ware. To avoid excessive dye loss during cleaning, Giordano’s process involves deep dyeing and pre washing.