COMPANY
m e l t i n p o t .c o m
FALL/WINTER 2012
H OR IST Y 14
Y history
IST Y 15
H OR
M e l t i n’ Po t
A little piece of history
18
Our enduring passion for denim draws from a rich heritage and sophisticated expertise that give us the means to transform the perfect jeans from mere dreams into vivid reality. Our story is one of a long journey from the golden years of Italian manufacturing excellence to presentday inspiration and commitment to the highest quality, in terms of materials, details and, of course, style. It was 1967 when Cosimo Romano pulled together a group of artisans to create a company specializing in workwear clothing, as if foreseeing the wave of enthusiasm that would take hold of entire working generations, Hollywood heroes and teenage idols and that would soon conquer Italy. Fascinated by the American easy-to-wear
culture and by the challenge of taking on this ‘rough fabric,’ Cosimo proved to be a true pioneer in the jeanswear industry, developing superior and innovative production processes in a multifaceted approach to denim. During the 80’s the company excelled, yielding highly successful products and becoming the primary supplier of many major international jeanswear and ready-to-wear brands. In 1994, the company undertook its biggest challenge ever, one that would take it into the modern era. This turning point was the launch of the independent label Meltin’Pot, which even today continues to be the core business of Romano Spa and a unique player in contemporary denim culture.
19 19
M e l t i n’ Po t
The Meltin’Pot Project denim above all
22
The Meltin’Pot project reflects the company’s spirit of relentless pursuit of progress and evolution that has led to its growing success over the past two decades. While perhaps seen as unlikely at the time, the notion of designing and developing a jeanswear brand in southern Italy that would eventually grow beyond national boundaries turned out not to be so ambitious after all. And the extraordinary energy and strategic know-how of the Romano family, together with an equally motivated in-house team, made it all possible. The phrase Meltin’Pot encapsulates the values behind the brand’s ethos and identity: a cosmopolitan, dynamic personality emerging from a mixture of all races and cultures, mirroring the universal power of jeans to unite individuals. Denim above all.
A pair of jeans is more than just a garment with a starring role. It’s a second skin, a lifelong sidekick, a mission statement and a worldview. The more we wear them, the more they grow on us. And while we certainly believe in a product inspired by the glamorous trends of the moment, it must never transcend the brand’s own personality and identity. We want it to be made from the best fabrics, in the most distinctive shades, in forever-reliable fits. We want it to be incomparable, the most audacious and iconic jean you have ever owned. Denim is nowhere, but here and now.
23
M e l t i n’ Po t
Looking ahead
26
One of the strong points of the Meltin’Pot team has always been its ability to interpret the present moment with an intelligent, intuitive perception of what’s yet to come. In a time of mutable global trends and fast-fashion consumers the brand has managed to remain faithful to its core values: constant denim research, the quest for the perfect fit, and a wide range of models dedicated to modern living. Since its debut, Meltin’Pot has established itself within the global denim market as an eclectic, progressive contender, standing at the forefront of exclusive shapes and extensive exploration of new textiles and finishes, whilst keeping an attentive eye on dynamic ‘street’ style. Season after season the company continues to deliver appealing and up-to-date collections, persistently keeping true to its contemporary philosophy and timeless approach.
Today Meltin’Pot is reaching towards the future more than ever, opening itself to stimuli and influences from around the world, involving the next generation of talents in lifestyle communication, and outlining clever distribution strategies inside the international shopping map. Branching our worldwide vision out from the ‘house’ of Meltin’Pot in southern Italy, we convey our image and unique denim code in every possible language.
27
FES O NI T
MA 30
manifesto
NI T 31
MA FES O
M e l t i n’ Po t
Meltin’Pot is about life and our relentless passion to live life to the fullest. We make clothing for real people who share this passion. Not for those just dreaming, but for those who are living their dreams. For those who choose the left rather than the right. The exit rather than the entrance. The backstage instead of the catwalk. We like mashing things up. Blending cultures. Creating new ones. Blue and red melting to purple. A dash of yellow and green. We love the smell of the big city. The taste of the unknown. The ripped pair of jeans.
32
And the lure of stories untold. We’re not afraid to make mistakes, because every new experience tells us more. We take life as it hits us. Facing every situation with an open mind. Welcoming strangers with a smile. Embracing the ups and dealing with the downs. We see life as an amazing journey to nowhere. Because the journey itself is what makes life interesting and it’s everything that makes us.
33
PHI oS
L OPH Y 36
OPH Y PHI oS PHILOSOPHY
L 37
M e l t i n’ Po t
THE CREATIVE SOUL OF DENIM
3388
Meltin’Pot is a total look brand, but its primary product is the pure “blue canvas.” Creative, In fact, alongside the resistant, durable, ever-varying twists of the fiber there’s lifestyle ductile and functional, denim is like an open, aspiration, an emotional fluid landscape in a denim DNA captured in an inspired and authentic changing world. Only by telling a true story interpretation of the you can state your place, outside world. here and now. Made from life. We do believe that denim has dual souls.
More than designing exclusive garments, we aim at unveiling the feelings and ways of life of those who wear them. Our project explores the infinite evolutions of denim’s distinctive features, specifically for those sporting our jeanswear together with a versatile casualwear closet for day and night.
It’s all about being yourself, but better.
39
M e l t i n’ Po t
FITTING THE FUTURE
40
Cuts and volumes are an essential part of the Meltin’Pot approach. From the raw cotton fiber to the final quality control, our approach to denim is like a study in made-to-measure; an obsessive research of timeless perfection resulting in a desirable variety of fits and models. From the classic 5-pocket styles to more fashion oriented entries, the collection is a unique expression of the ongoing research and work behind the evolution of contemporary jeanswear, continuing to infuse the denim legend with new vitality.
Each model is designed with an exceptional line: the precision of the fits and pattern modeling is completed by a vast selection of finishes and washings, supplying our collections with their strong identity and cult-like aspect. Meltin’Pot’s fits of today are the jeans generation of tomorrow. The next level of denim.
41
M e l t i n’ Po t
Targeting the true life players
42
Respecting our reputation for solid product construction in fits, fabric and washes, the brand is equally dedicated to denim followers who pay great attention to top quality and fashionable innovation. We don’t segment our distribution in terms of age categories but, instead, we coherently select the best retail partners, locations and atmospheres and display the product in an unmistakable way. We target value and trend-conscious men and women, looking for maximum comfort and hardto-find denim designwear.
We reinvent our products, image and communication to consistently be in line with their needs and expectations. And we give an Italian answer to the global jeanswear players. There is something remarkable about connecting modern connoisseurs, who in turn go on to tell the story of who we are and invent the experiences they are going to live while wearing Meltin’Pot.
43
ECT E LL ion
TH Co 46
THE COLLECTIONS
E LL ion 47
TH Co ECT
M e l t i n’ Po t
ICONS & KLSH
48
Starting with the F/W 2012-2013 season the Meltin’Pot collections are now structured and divided into two main worlds. On the ones side, the ICONS line will be made up of all men’s and women’s heritage models, from the established 5-pockets and chino designs to their most stylish evolutions, including tops and jackets. On the other side, with Meltin’Pot’s latest addition, KLSH, new life is breathed into a sartorial-inspired and innovative denim project, meant to become a loud and clear style statement that isn’t afraid to “clash.”
The ICONS encapsulate the most authentic and enduring aspects of the Romano company’s DNA: unique expertise and advanced know-how in design and manufacturing for men and women. These include both natural extensions of classic models like the pivotal MP001 as well as their most up-to-date, contemporary evolutions that develop every season, mixing intuitive fashion inspiration with superior fits, finishing and treatments.
The result is a smooth, sophisticated and minimalist look, destined to iconic status, sure to draw in the next generation of denim connoisseurs: young, dynamic and cosmopolitan individuals looking for a versatile and attainable product that doesn’t sacrifice sophistication, glamour and premium performance.
Meltin’Pot’s alter ego, KLSH insists upon mixing together disparate elements: a clash of people, sub-cultures, beliefs, genres, music The KLSH project repreand styles. The KLSH sents our new challenge style embodies the for the future. A play on words, the name conjures fearless energy of youth experiencing things for The ICONS collection is the intentional and the first time, while the growing season by season. fundamental re-evolution pieces showcase basic Here you’ll find a total in our latest 5-pocket look that encompasses denim collection, smartened elements of denim wear excellence infused with our specific, signature up with a strategic sartorial-driven techniques, identity, combining selection of tops for clean silhouettes, timeless tradition and evolution men and women. colors and ultra-modern fits. in a full spectrum of 5-pocket jeans, chinos KLSH is the most recent and apparel. manifestation of the Romano team’s denim culture that demonstrates an unmistakable equilibrium between style and innovation, price and quality.
49
SA T l & RE OLE AI LE WH 50
OLE LE
RETAIL & WHOLESALE
RE AI WH T L & SA 51
M e l t i n’ Po t
Worldwide distribution
52
Today Meltin’Pot relies on a strong wholesale network, which is rapidly expanding through current positioning operations in the all the most important international markets, with a special focus on big metropolitan areas being the symbols of the cosmopolitan attitude behind our identity and denim style-DNA. Our collections are currently distributed in more than 1.500 multi-brand independent specialty stores throughout Europe, with a special focus on Italy, France and Germany. Sales are driven by an extensive network of agencies, that cover all territories and ensure an excellent customer service.
53
M e l t i n’ Po t
The Meltin’Pot store concept
54
Loving action and seeking out challenges to overcome, we have committed ourselves in the coming years to consolidating the brand’s presence on the national scene and increasing its awareness through international markets, which today represent a tangible, concrete opportunity for the Meltin’Pot project. Meltin’Pot has an Italian DNA with a global attitude.
This strategic location, in the heart of one of the trendiest and most visited spots in Italy, open to all kinds of customers from young fashionistas to mature denim aficionados, houses a space that functions not only as a statement of style but a unique point of reference for the growing Meltin’Pot community.
Rather than build another standardized chain, our plan is to develop a series of The opening of our first exclusive partnerships freestanding shop in with clients, who, Riccione symbolizes supported by a clear a pilot project paving and coherent concept, the way for an ambitious have the opportunity to worldwide retail plan. open their own Meltin’Pot The Riccione store is an authentic ‘jeanseria,’ store. More than a mere traditional franchising offering a complete model, our intention is shopping experience to create a collaborative and presenting our “on the road” experience, exchange with the highly specialized professionals our contemporary denim who have contributed to culture and our fashionthe success of Meltin’Pot oriented philosophy over the years. directly to the public.
55
M e l t i n’ Po t
Shop -inshops & Pop up stores
56
The Meltin’Pot signature store concept, unveiled for the first time in the summer of 2011 at the Riccione flagship, is the inspiration and model for our worldwide distribution strategy, with essential features of the Meltin’Pot display like wood and steel profiles, key lighting elements and high-tech installations that show off the progressive, innovative soul of the brand. This approach has also led to the 2011 launch of a shop-in-shop market strategy, where islands of the Meltin’Pot universe are created in dynamic spaces with highly effective imagery and product exposure. Positioned in the most stylish locations in fashion capitals worldwide starting with Europe, the brand-focused points of sale translate our denim culture and philosophy into a complete brand exposure.
Together with these shop in shops, Meltin’Pot has kicked off a pop-up store initiative to capture the imagination of denim lovers and draw them in with a new and unexpected shopping experience in their city, giving them an irresistible selection of men’s and women’s collections in a dedicated, inviting atmosphere. Currently our approach to consolidating established markets and conquering new segments of the worldwide fashion map is strengthened by an ultramodern philosophy, one that includes a coherent delivery schedule and targeted visual proposals to better support our wholesale clients. The Meltin’Pot commercial team has re-engineered our delivery plan according to retail logistics of the preseason, in-between and advanced season calendars, putting it perfectly in line with seasonal conditions and the relative needs of the final consumer.
57
Additionally, today in-house visual merchandising experts are totally committed to designing a relevant and coherent shop-window setting for each and every delivery. Here the ultimate product styling of the Meltin’Pot total look with be outlined in detail, facilitating the articulation of branddedicated displays to maximize image impact and sell-out potential.
TIO IM & COM AGE ICA MUN N 58
N
AGE MUN TIO IM COM ICA image & communication
59
M e l t i n’ Po t
INTERACTING
60
The future roots of the Meltin’Pot project are already grounded in the present unrolling of a massive Image and Communication strategy. Here, digital interaction serves as a dynamic and multi-directional platform to reach each and every member of our community. What at the beginning was considered simply a virtual dimension is now a real and open world, where we can share our vision and philosophy on a global level.
This vision is strongly connected to our new advertising concept: like in the digital world, “we belong everywhere and nowhere. Our roots are inside us and we carry them wherever we go. We’re the new nomads and we embark on a journey looking for life and everything it has to offer.”
As part of this innovative direction, last season we’ve also fashioned a new Meltin’Pot logo: a recognizable font in a buzzing new visual world, inspired We pay great attention to Internet communication by big city newspapers and street signs, channels and up-andexpressing boldness coming new media - from and self-confidence. the official Meltin’Pot website to social networks and the most influential blogs and webzines that approach both international trendsetters and final consumers in real time.
61
M e l t i n’ Po t
ADVERTISING
62
In line with our brand personality and manifesto, our new advertising values lead us step by step into the official campaign, the start of a conversation.
The new S/S 2012 season brings the brand deep into the underground of pirate radio. Creative rebels of today are invited on a musical ride, traveling the high seas and the world to inspire and to be inspired. Broadcasting live from the Matino Pirate Radio boat, five young DJ’s from five different cities come together to play with one of the original 1960’s DJ’s from Radio Caroline, forging a link between the old radio generation and today’s online revolution.
International, independent, provocative and passionate; it is about life, meeting different people and absorbing new styles. We’ve become storytellers of a new denim generation and contemporary culture, looking for life in all its variations, conflicts and imperfections. We’re the new nomads, the rebels of today, and we go where life We still see life as takes us. an amazing journey to nowhere. Because the In recent advertising, journey itself is what the concept has centered makes life interesting. around a life-changing trip, inaugurated with a big party in S/S 2011 and then a road trip with the Meltin’Pot crew to the “middle of nowhere, Oklahoma” in F/W 2012-2013.
63
AL TH k
E ITS SPE 64
CREDITS & SPECIAL THANKS
AN S 65
CR D & CI
M e l t i n’ Po t
66
Photography & Post Production Flavio & Frank imagery31.com Copy Giorgia VirzÏ Concept, Design & Art Direction ...,staat creative agency staatamsterdam.nl Meltin’Pot is a trademark of Romano S.p.A. Zona Industriale - 73046 Matino (Le) - Italy T +39 0833 302111 F +39 0833 302401 Showroom & Sales Office Via Perugino, 26 Milano - Italy T +39 02 5513221 meltinpot.com
67
m e l t i n p o t .c o m