L'ALTRO JEANS BY MARITHE' AND FRANCOIS GIRBAUD
A special project about Fourty years of design career
On the occasion of Pitti Immagine Uomo n. 68, the evening of Wednesday 22 June 2005, will mark the opening of L’Altro Jeans. Il faut laver le jean de ses idées. This event – the other denim – dedicated to the design careers of Marithé and François Girbaud, will be at the Stazione Leopolda in Florence through 10 July 2005. Starting in the sixties the exhibit will tell the story of four decades of continuous research and experimentation on how denim became the symbol of a lifestyle for several generations.
“Nomads and jet laggers – says François Girbaud – thanks to the invitation from Pitti Immagine we found an expressive place and context, a context that welcomes both professionals and tourists. And above all, the invitation has given us the opportunity to talk about work, our work of the past 40 years and the years that stretch before us on the horizon. Florence honors us with her welcome.
We did not want a retrospective - he continues - but rather, a special focus on what we have done for and with denim and trousers in general: denim as an attitude, not just a fabric. “L’Altro Jeans” is a designer’s vision.
The Stazione Leopolda is the perfect combination of history, industry and industriousness. Italian industry discovered us quite early on, and in Italy we have worked as researchers rather than couturiers. The Italian manufacturing-productive system fits perfectly with our approach to fashion and it allowed our ideas to blossom!”
L’Altro Jeans fits into the context of study and communication on the culture of fashion and its protagonists sponsored and encouraged by Pitti Immagine. And, above all, it emphasizes the significant role of denim and the informal in Pitti Immagine Uomo’s well-constructed exhibition and marketing strategy.
The week of Pitti Immagine Uomo offers other events dedicated to denim as well. Jeans! Le origini, il mito americano, il Made in Italy [Denim The origins, the American Myth and Made in Italy] (22 June - 30 November 2005), a historical overview from the origins to today, from America to Tuscany will open on 21 June at the Museo del Tessuto of Prato. Pitti Immagine and the Museo del Tessuto of Prato are joining forces in promotional and communications program to present a festival-celebration of international quality denim.
L’Altro Jeans. Il faut laver le jean de ses idées
Viale Fratelli Rosselli, 5 _ Florence
23 June _ 10 July 2005
23, 24, 25 June 1, 2, 3 July _ hours 12:00 p.m. - 01:00 a.m.
6, 7, 8, 9, 10 July _ hours 10:00 a.m.– 01.00 a.m.
the other days _ hours 5:00 p.m. – 01:00 a.m.