WHAT'S THE STORY
New New Menswe ar
CREATIVITY, INNOVATION, & FUNCTION “Our hybrid trousers have generated strong revenue, even during the crisis,” says Marco Lanowy happily. Be it bike shops, golf shops, or the enthusiastic hikers of Megamarsch, carving out niche markets is paying off for Alberto. “Above all because our ‘normal’ customers are now also seeking out the bike or hybrid styles.” It goes without saying that this interest is being met with new fashion highlights. Pack is an innovative hybrid cargo that is completely committed to Japanese minimalist outdoor style. It is packable and comes with a rubber strap that can be worn as a shoulder strap, belt, or accessory. Japan remains a recipe for success in denim: the Japan Selvedge line features authentic selvedge styles in 13-ounce Japanese denim, worn loose with a high waist and five centimetres extra thigh width. As a lighter alternative, the brand offers Japanese denim in 11.5 ounces that further promotes the organic topic and looks cutting-edge thanks to environmentally friendly moon-washes. “Lightness is generally a key topic, as is reflected in our new The Light Jeans Chino.” Digital printing, realised by Alberto in partnership with a German provider, allows for a completely new level of creative freedom. “That’s how I define sustainability. Suddenly, you don’t need to buy in huge volumes or have separate inking rollers in order to produce creative prints,” says Marco Lanowy.
ALBERTO
Pack is an innovative hybrid cargo in minimalist design.
“We are looking forward to celebrating Alberto’s 100th anniversary in 2022 – an emotional event. Instead of launching an anniversary collection, we prefer to do what has made our company successful for the past 100 years: lending a new face to tradition by modelling the future with innovative products.” – Marco Lanowy, Alberto
Jeans account for roughly half of Alberto’s turnover and the premium models are particularly popular. This is why the brand has decided to expand its Japan Denim segment even further.
• Trousers designed utilising digital printing open up a new dimension of creativity while ultimately promoting sustainability. Marco Lanowy: “This is our first shot. We are so excited about being able to manufacture even more individually.” • “What is happening in terms of sustainable innovation at partners such as Candiani Denim or Martelli is truly impressive. Martelli, for example, uses natural rubber balls instead of stones in its moonwash process, which results in dramatically different looks.” Ultimate comfort: when 30 to 40 percent of the fabric is flexible, one wouldn’t guess that the product only contains three percent (preferably recycled) spandex.
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style in progress
