PANOS SOFIANOS (15) BLUEZONE CURATOR AND DENIM EXPERT, MUNICH FABRIC START

In my opinion, denim provides the best starting point for storytelling because of its great heritage. No other material in the history of clothing has a more powerful story behind it: from the gold mines of the 18th century to the rebellious motorists of the 50’s; an icon of the Woodstock generation now championed by the fashionistas of today’s world. The fabric lends itself to new functions and styles fit for every decade – there are infinite stories to be told involving denim. Customers should discover denim through the glory of the past together with the high tech of the future. At the same time, sustainability will and must become a matter of course, and new angles must be developed to support this self-evident ecology while creating new stories. Bluezone revels in the heritage of denim and simultaneously embraces the brave new world of blue. New opportunities achieved by science and technology are showcased at Bluezone and as part of Keyhouse, our hub for innovation for new materials and developments. In the new decade, a denim brand should tell outstanding stories highlighting these new opportunities with a unique and playful approach – imagine denim that could be worn on Mars!