Elleti, a leading company highly specialised in laundry and garment-making services, celebrated denim and its history with the opening of M.O.D.E (Museum of Denim Elleti Group) for vintage denim collection from the mid 1800 to the ‘70s, on June 19, 2019, in Italy. The company also launched Stadium, an archive of the company with 15,000 denim pieces.
The exceptional event celebrated the love for denim, on the occasion of M.O.D.E launch and of Stadium, both originated with the support of the historical archive of Martelli Lavorazioni Tessili, a company that Elleti acquired in 2016. While the former is an area dedicated to the historical pieces from the group’s private collection dating between the mid-nineteenth century until the ‘70s, the latter is an archive featuring the corporate collections produced in the last forty years, the company said in a press release.
The evening event brought together the world denim industry, which included representatives and gurus, international brands, local authorities and stakeholders at the historic San Bonifacio headquarters. The centenary denim evolution and its future were the focus of the panel which started off the evening event.
With an eye towards denim’s history and tradition, the future of the iconic garment was the topic of discussion with an exclusive speakers’ shortlist, who then focused first on today’s challenges in the fashion world: product and production processes, sustainability, and traceability so as to protect the environment and consumers.
The discussion was first introduced by Luigi Lovato, founder of Elleti, and moderated by Stefano Aldighieri, president of Another Design Studio. The other participants included Adriano Goldschmied, founder of Genius Group and House of Gold; Alberto Candiani, owner of Candiani Denim; Jason Denham, founder of Denham the Jeanmaker; Matteo Marzotto, president of Dondup, Matteo Sinigaglia, CEO of Fashion Box, and Tony Tonnaer, founder of Kings of Indigo.
The birth of M.O.D.E and Stadium sanctions the creation of an important point of reference for the industry, unique resources of their kind that show the research and creativity evolution applied to jeans. At M.O.D.E, there are 106 items dating between the second half of the nineteenth century and the 70s, some of which are exceptionally rare and so well preserved that they can still be worn today.
Among the big names included in the selection stand out the ‘Big Three’: Levi Strauss, Lee, and Wrangler, alongside a group of other brands such as Stronghold, Big Mac, Boss Of The Road, Gold Medal, and many others. Stefano Aldighieri oversaw the selection and garments display, which have been collected in a museum catalogue tracing the most important phases of denim evolution and finishing. This was a publication created with the collaboration of partners like Candiani Denim, Nearchimica, and Tonello.
Recent history gets to be the protagonist within Stadium, where seven flights of steps bear the weight of about 15,000 items dating from the 1980s to the present day. All made by Elleti, these allow the reconstruction of a detailed overview of a stylistic development that has been made possible over the years by technological progress in the processing and packaging sector. This is where the investment in research carried out by the company becomes evident, an approach in which creativity, experimentation, and ingenuity have given rise to an increasingly innovative solutions crescendo that also cares about the environment and its resources.