ADRIANO GOLDSCHMIED

PRESIDENT, GENIOUS GROUP

The denim design is becoming more and more important. In the past, it was more about the aesthetic direction, but today, in addition to that, it needs to be integrated into all processes of making the product. It is the design of the denim that, with the support of the knowledge of every step of the chain, is selecting the "bres, the spinning methods, the dying, and weaving to arrive at manufacturing and washes. In the end, this means that the designer needs much more knowledge and is changing the design process into teamwork. In recent years, the innovation in our segment has a tremendous speed under legal pressure to go towards zero impact. Digitalization will play a significant role in making the process more efficient and sustainable. The other player is biotechnology, which will show that we have all that we need in nature and will stop our dependence on oil.