Diesel Okayama Project
Diesel, the much-loved Italian fashion brand, has launched yet another phenomenal denim innovation. Seeking inspiration from Japan, the Okayama Project incorporates denim woven using ancient methods on sacred shuttle looms.
Since the 17th century, the town of Okayama has been a hub of textile production; even today it plays home to over 100 small denim factories, all of which are owned by families.
“It was inevitable that Diesel Denim Gallery - created in 2001 to showcase the brand's most innovative and artisanal products - would make a pilgrimage here,†a press release explains.
“The fabric is woven on traditional shuttle looms using single continuous threads, a process that delivers tighter, heavier and more durable material. It's called selvage denim because the weaving process creates a natural finish - or 'self edge' - that does not fray,†the press release details.
“In the Okayama Project, 14 oz denim has been exclusively woven for Diesel Denim Gallery and hand dyed with natural indigo: the clean, deep ocean-blue colour is another characteristic of the Okayama fabric. Devotees can choose from pure indigo or a washed version with yellow overtones. A dedicated label reads: 'Handcrafted in Okayama, Japan.'â€
Sorry ladies, unlike much of Diesel's wonderful fashions, this one's just for the guys.
It would make a fabulous gift however, especially because each pair comes wrapped in a delicate rice paper bag!
Since the 17th century, the town of Okayama has been a hub of textile production; even today it plays home to over 100 small denim factories, all of which are owned by families.
“It was inevitable that Diesel Denim Gallery - created in 2001 to showcase the brand's most innovative and artisanal products - would make a pilgrimage here,†a press release explains.
“The fabric is woven on traditional shuttle looms using single continuous threads, a process that delivers tighter, heavier and more durable material. It's called selvage denim because the weaving process creates a natural finish - or 'self edge' - that does not fray,†the press release details.
“In the Okayama Project, 14 oz denim has been exclusively woven for Diesel Denim Gallery and hand dyed with natural indigo: the clean, deep ocean-blue colour is another characteristic of the Okayama fabric. Devotees can choose from pure indigo or a washed version with yellow overtones. A dedicated label reads: 'Handcrafted in Okayama, Japan.'â€
Sorry ladies, unlike much of Diesel's wonderful fashions, this one's just for the guys.
It would make a fabulous gift however, especially because each pair comes wrapped in a delicate rice paper bag!
Trend Themes
1. Ancient Japanese Denim - Diesel's Okayama Project uses ancient Japanese denim woven using traditional shuttle looms with single continuous threads, creating tighter, heavier, and more durable material than modern methods.
2. Artisanal Products - Diesel's Denim Gallery showcases their most innovative and artisanal products, featuring handcrafted denim produced using ancient Japanese weaving techniques in the Okayama Project.
3. Natural Indigo Dye - Diesel's Okayama Project uses natural indigo dye to create a clean, deep ocean-blue color, providing a market opportunity for natural dye products.
Industry Implications
1. Fashion - Diesel's innovative use of traditional Japanese denim and artisanal products creates potential for disruption in the luxury denim fashion industry.
2. Textile Production - The use of ancient Japanese weaving techniques and natural indigo dye in Diesel's Okayama Project could disrupt traditional methods of textile production in favor of more sustainable and artisanal methods.
3. Gifts and Accessories - Diesel's Okayama Project creates a market for unique, high-quality denim products as gifts and accessories that use natural materials and traditional techniques.
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