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“We Strive to Create Everyone’s Favourite Jeans”
The Nim’s
THE NIM womenswear
STANDARD outperformed menswear last season. How did that come about?
Claudio Parolini, owner of The Nim Standard: Both collections were super strong, but the womenswear was perhaps a little more on point. We succeeded in implementing customer feedback from previous seasons, so we also successfully combined different styles in authentic washes: an American denim look made in Italy! However, retailers in the womenswear segment were also more courageous. They demanded new styles, beautiful pieces for their customers. Our love of experimentation was rewarded.
How is this reflected in the new autumn/winter season?
We are building on that success with innovative new styles and fabrics. Denim remains the focus, because we are – and always will be – jeans specialists. We have set ourselves the goal of improving upon our self-defined standards. And we strive to create everyone’s favourite jeans. This might be a bootcut, flared, or balloon style, for autumn/winter in mid-blue and dark blue. The jeans are complemented by shirt jackets in denim and corduroy. Generally speaking, the shacket was a summer bestseller. Corduroy is a super addition to the collection, which is a reason why we can present exciting looks at the POS. We definitely intend to keep working on our overall statement.
What do you like in particular about the creative process? What drives you?
I especially love developing small capsules in collaboration with our partners. That may be a producer with whom I develop exciting fabrics and styles that are as eco-friendly as possible, but it could also be a cooperation with a retailer. What defines The Nim Standard, to a certain extent at least, are these partnerships with great people who enjoy the brand as much as we do.
