“Green Denim Is Our Challenge”

PEOPLE OF SHIBUYA DENIM IS OUR NEXT STEP

People of Shibuya, renowned for its outerwear expertise, has decided to launch a denim collection. To this end, the brand has enlisted Italy’s finest “denim heads” to create a line of luxury jeans.

Interview: Janaina Engelmann-Brothànek. Photos: People of Shibuya

Angelo Loffredo, Art Director and co-founder of People of Shibuya, is looking forward to launching the brand’s new denim collection in the DACH region.

Why denim?

Angelo Loffredo, Art Director and co-founder of People of Shibuya: Denim is the absolute musthave, always topical and never out of fashion. It is an item of clothing associated with many emotions and memories. Literally everyone owns a pair of jeans. What’s more, denim is always appropriate: in the office, at a family weekend, or in the evening at a restaurant. Jeans are, of course, also a great choice when travelling. Last but not least, denim contributes to sustainability, not least because it doesn’t need to be washed as often as other items in the wardrobe. Rather, jeans are coolest when worn often.

You enlisted only the best for this project: Piero Turk and Joe Amoruso, Candiani and Giada. What are the expectations for this new collection?

At People of Shibuya, we only go for the best when creating something new. We decided to target the top players in this segment, which is why we brought Piero Turk on board as a denim specialist and Joe Amoruso as a designer. The two have developed a collection that truly reflects luxury denim, not in terms of price, but in terms of presentation, details, and materials. As for fabrics, Candiani was the only logical choice: sustainable denim of the highest quality “Made in Italy”. Naturally, we also needed a production partner as excellent as quintessential denim manufacturer Giada. Green denim is our next challenge.

Which retail customers is People of Shibuya Denim targeting?

We not only strive to attract new customers, but also intend to grow with our existing partners. Our hope is that the DACH market in particular will respond as well as it usually does to our products. Yet we are aware that it is a demanding market, which is why we have invested heavily in fits and service levels. We aim to take advantage of Giada’s extensive experience in the German-speaking market, as they are real experts in the fits that this market demands. All styles are permanently available for reorder via a 24/7 stock service.

People of Shibuya is introducing a new segment to complement its outerwear roots: denim.