WHAT'S THE STORY
The trouser collection Myths was founded in 2010. It has been using natural fibres from the very beginning.
Models made of recycled wool are just as impressive as piece-dyed wool trousers and over-dyed, printed variants made of cotton and cord.
MYTHS
PERFECTLY FITTED TROUSERS MADE OF 100 PERCENT NATURAL FIBRES The label from Emilia Romagna, founded in 2010, has big plans for 2020. It strives to continue its growth trajectory in a difficult and rigid market segment, especially in the German-speaking region. The brand has set itself the ambitious target of increasing its sales by 15 percent. Text: Janaina Engelmann-Brothánek. Photos: Myths
“The German market has always been challenging for us. It forces us to evolve constantly, because German customers are a real benchmark to evaluate whether you are on the right path or not,” says Simone Bernardi, the founder and owner of Italian legwear brand Myths. He believes that German con198
style in progress
sumers are becoming increasingly fashionable and consumption-conscious, thus paying closer attention to details, fabrics, comfort, and sustainability levels. In order to serve this market even better in the future, Myths has teamed up with Munich-based Heritage Showroom. The sales agency shares Bernardi’s high standards of quality, service, and design. It is expected to help him implement his plans for the coming year and provide optimal service to the approximately 120 retail partners. Even though pricing is an important factor, the Italian label deliberately prioritises quality. “Manufacturing trousers is no longer merely about cutting and sewing,” Bernardi explains. His company has upped its investment in research and development and proudly presented its innovations at the Pitti Uomo. A highlight of the current collection is “frosted lana”. The pieces, made of 100 percent wool, are piece-dyed. Generally speaking, the in-house dyeing department is a great asset for Myths. Another innova-
tive method is called “raclatura”. Cotton and corduroy are first adorned with printed motifs on one side, then processed and given the desired shade in the dyeing department. Due to the unique mixture of printing and dyeing, each piece is a unique item. What about the increasingly important and at the same time difficult issue of sustainability, we ask Bernardi. “Myths has never had a problem with this topic,” explains the head of the company. “Even before the current ‘green wave’, we have always only used ‘fibre nobili’ such as wool and cotton. This has been the case ever since the company was founded.” The company completely renounces mixed fibres. In addition, the product range also includes models made of recycled wool. It is a lengthy production process, consisting of many steps, but at the same time it enables the transformation of old into new. And this is very important to Bernardi – to continue to be able to work with high-quality materials while contributing to environmental protection.
