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Reduce, Reuse, Recycle. And Reinvent!

At the next edition of the Kingpins Show in Amsterdam, Tonello will be presenting an exclusive collection of denim garments made in collaboration with Amy Leverton. Created under the banner of sustainability and memory.

Tonello Re-invented in Italy

We’re calling it Re-invented in Italy, the “inspiring” event Tonello has imagined for the next edition of the Kingpins Show in Amsterdam (24-25 October). This is going to be a fascinating journey through time to rediscover the origins of “Made in Italy”, the origins of that “golden age” where a magical and propitious mix of talent and craftsmanship, style and know-how, genius and production capacity irreversibly changed the history of jeans, transforming them from “commodity-garments” into extraordinary interpreters of the contemporary.

Tonello has launched a tempting and difficult challenge to Amy Leverton, author of Denim Dudes: a challenge to create a denim collection inspired by the triple imperative of “Reduce, Reuse, and Recycle”. Reduce energy consumption as well as water and chemical products; reuse, to give new life to vintage garments; recycle fibers and materials.

A unique collection has been created from this encounter between Tonello’s sustainable technologies and Amy Leverton’s creativity – a collection consisting of jeans, shorts, jackets, dungarees, and t-shirts… – all produced using recycled denim fabrics from Candiani Denim, Tejidos Royo, Bossa, Orta Anadolu and Arvind. Details and elements from vintage items of Italian brands (Diesel, Replay, Benetton, Versace, Fiorucci, Iceberg, Ellesse, Enrico Coveri, Trussardi Jeans) have been applied to the garments; the labels, also made of recycled materials, are by Panama Trimmings.

 

 

The strength of this collection lies, above all, in its re-proposing fragments of collective memory, familiar elements, and deja-vu, in new and surprising ways and contexts. It does so thanks to the progressively evolved technologies that are increasingly able to combine the ethics of sustainability with the infinite options of creativity without limits.

Cheerful and surprising combinations, with an affectionately retro flavor; material compositions and 3D effects; a mix of fibers and carefree accessories; extra large sizes and improbable colors, perfectly integrated in the context: all this to reproduce the knowledge and taste of a highly energetic and primordial fashion, where every path was still open and every style was still allowed, where everything was, and still is, possible.

 

In short, a plunge into the past that will give us “feel” of where the future is heading.

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