BRAND FEATURE

BRAND FEATURE — ALBERTO

ALBERTO X 140 FAHRENHEIT: GREEN JEANS

With a new cooperation, German trouser label Alberto has taken another step towards sustainability and is also forging ahead with its vision of encouraging people to move more. This time with an innovative pair of bike pants made of denim. For its exclusive cycling styles, the family-run trouser specialist has teamed up with start-up 140 Fahrenheit and, coinciding with its 100-year anniversary, is presenting a pair of sustainable jeans with functional details.

TEXT KRISTIN WALZEL Felix Holtgrave, Managing Director of 140 Fahrenheit and Marco Lanowy, Managing Director of Alberto

Under the motto ‘Born & Finished’, Alberto and 140 Fahrenheit have developed a true innovation: jeans made for cycling. Alberto’s Managing Director Marco Lanowy is convinced: “As a forward-looking company, it is important to us to saddle up and bring sustainable cycling trousers onto the market.” ‘Born & Finished’ stands for created and finished and thereby reflects the creation and production of the new model. Designed at the trouser label’s think tank – where the team has been giving space to their progressive ideas since day one – and finished right next to its headquarters in Mönchengladbach.

LASER, GOTS CERTIFIED ENZYMES, OZONE & ENERGY FROM WIND FARMS

Thanks to its collaboration with the GOTS certified start-up company, Alberto has managed to develop a trouser style that is setting benchmarks in sustainability and resource efficiency. The brains behind 140 Fahrenheit are the two brothers Felix & Max Holtgrave, who – thanks to ecological laser, washing and water recycling technologies – have revolutionised the world of denim finishing. For the ‘Born & Finished’ bike pants, the collaborative partners have focused on lasers, GOTS certified enzymes and ozone. As well as reducing water usage by around 75 percent compared to conventional processes, the power used to produce the jeans comes exclusively from regional wind farms and will soon be generated from in-house solar plants.

“A forward-looking approach that leaves everyone with a good conscience: us, our customers and the entire industry. Especially since 140 Fahrenheit is also based in Mönchengladbach. That saves long transport distances and, as selfconfessed local patriots, we can also do something good for our city,” says a delighted Marco Lanowy.

DESIGNED WITH CYCLISTS IN MIND

100 years ago, the trouser brand’s aim was to become a dynamic, innovative presence in the fashion world; a goal that is now being manifested in the new bike jeans with their functional details. Made from 98 percent organic denim and two percent recycled elastane, the new Alberto jeans also have a high-rise back and a stretchy waistband, as well as optimum bi-elasticity tailored to cyclists’ movements and can be worn for thousands of kilometres before they start showing the first signs of wear and tear. Other important, innovative details include the reflectors on the turn-ups, the terrycloth-lined pockets and the anti-slip ‘shirt stopper’ integrated into the waistband, which prevents the wearer’s shirt from becoming untucked and riding up. Overall, the ‘Born & Finished’ jeans score points for their various features and sustainable and technical details and are joining the ranks of impressive trouser innovations at Alberto.

alberto-pants.com 140fahrenheit.de