We interview Maurizio Donadi, the founder of Atelier & Repairs
There is a man who, inspired by economic principles, transforms the forgotten and the ordinary into unique, one-of-a-kind items: Maurizio Donadi. We interviewed him for you.
DESCRIBE THE WORD “PREMIUM” WITH YOUR OWN GURU WORDS
Interesting question as there is no longer a metric for such word. Initially meant to signify something between “better than normal” but not quite “best in class”, the word Premium has (at least in my opinion) lost its original value. It is a reference to brand positioning and marketing strategy rather than a reference to product.
In the world of denim, Premium probably means “of quality and style” to balance with the higher price point. It is rarely the case.
Personally, it is a word that I rarely use and when I do, I wonder why I felt into the trap. 🙂
WHAT DO YOU FIND EXCITING ABOUT DENIM AND WHAT BORING?
Denim is going thru a weird phase. Denim companies wants to be fashion and fashion companies want to be in the jeans business.
I believe that there is an inferiority and superiority complex, respectively.
There is little excitement from denim companies, all very busy copying each other, playing safe, creating trends rather than good products and lastly, very focused on content creation (telling stories) often quite unoriginal.
I also have to admit that (introspectively) I am not very motivated toward denim. I prefer to elucubrate about the significance of the color blue, the importance of quality and the commitment to sustainability and waste reduction as too many jeans are produced, never used and left unsold in warehouses. Waste reduction is a central and fundamental commitment of my own project , Atelier&Repairs.
HOW CAN THE NEW GENERATIONS BE BROUGHT CLOSER TO THE WORLD OF DENIM?
There is a permanent attraction to the world and the business of denim. New companies and brands must look at the negative aspect of the industry of denim (one of the most polluting categories in textile) and consequently design in a responsible way. Older brands have often neglected the issue until recently. Unfortunately, not fast enough for a fast fashion industry that consumes faster than ever and often unreasonably.
I am also curious to see how brands will experiment with denim, as opposed of just duplicating another version of a 5 pockets pants. Hopefully they will find balance between style and utility.
OK, YOU ARE A GURU OF DENIM, HOW WILL A PAIR OF JEANS BE LIKE IN 2050?
I am absolutely not a denim guru and certainly cannot predict what will happen in 2050. The world is going too fast (for me) to be able to detect future social trends and how Denim (in its wider sense) will evolve. Philosophically speaking, I am not even sure there will be a basic jeans nor I think they will be fabrics that reassemble the one we are using today. I trust that an utilitarian, long lasting and extremely well made uniform for life will be created by then however I believe that fits, construction and fabrics will be very different then.
One thoughts I have right now is that maybe in the “luxury wish list ” for 2050 there will be a 100% recycled and biodegradable cotton, with selvedge, build to last and repairable at any time during its life.
And that pair will probably set you back $5000 of 2050 crypto currency.
Or something like that.