DJ Steve Aoki Collaborates With Candiani Denim Italian Manufacturer
Via @stevesaoki
Words by Cassell A. Ferere
Steve Aoki and Alberto Candiani have been friends for 10 years through Aoki’s late manager, Michael Theanne. It only took them 8 of those to find the time to collaborate on a project. Though the idea was new to Aoki, sustainable fashion was still a relatively new concept to most. And in 2012 after a tour of the Candiani denim factory, the Grammy-nominated DJ was hooked to the idea of sustainable denim.
Via @alberto_candiani
Aoki and Alberto, the 4th generation manufacturer, are stitching together Dim Mak x Candiani EC-01 denim made from recycled cotton fabric and upcycling techniques [ReGEN Denim - a selvedge fabric made with recycled cotton] while being conscious of how they finish the denim, including a laser print finish for the artwork submitted by Aoki’s Dim Mak EC-01 team, and wash, as can be seen in a video that preceding a Worldwide Talk between the two friends and moderator Sarah Kent, on the Fashinnovation platform online.
The Fashinnovation platform is where Aoki and Alberto expressed in full scale their collaborative effort and the organic process behind their friendship and the denim they have created. Candiani has been making denim even before it was a thing some 82 years ago. The company started with Alberto’s Great Grandfather in 1932, where they manufactured workwear at the time. It was his Grandfather though, who discovered denim and the focus on denim grew.
Now, the focus is more on how to lower the footprint by neutralizing the process of making denim, and in-turn finding regenerative solutions and recycling processes. Launching DIm Mak x Candiani EC-01 is the brainchild birthed from their vision.
Alberto gripes at the slow pace of the industry to take on sustainability, as the claims for no demand where stern. A frustration that warranted him to create and offer the consumer an alternative to the current supply. This is where Aoki and his music talents come in.
Via @alberto_candiani
Steve Aoki, wants to make “sustainable denim cool” and Alberto agrees. The two have come up with Dim Mak x Candiani EC-01 like rebellious teens starting a garage band. The experimental factor is more though out in this case. They want to make this denim conversation starters and less a profit machine.
“If I cant get in a conventional way, I build my own. I start my own label, I create my own audience. This is 'alternative' right now. We don't want it to be 'alternative.' The goal is - we want it to be mainstream. I start 'alternative' but I want more and more people to [listen to my music].”
Via @stevesaoki
Steve Aoki, makes it clear that music is informing his marketing approach to this collaboration and that he is willing to initiate a change in consumer habits for sustainable denim - with denim that looks cool. "Buy it because it relates to your life,” Aoki implies to consumers.
Alberto says that there are “mental barriers” that hold the industry back and the continuation of forging traditional processes for manufacturing denim.
“Denim is a chemical and water-intensive process,”
says Alberto.
And being that they spoke via Fashion Innovations Worldwide talks on World Ocean Day earlier this June, they would hope that the industry would be listening to their conversation and taking notes.
As for music performances and future collaborations, Alberto is testing the idea of a COREVA stretch denim he wants to see Aoki wearing on stage one day. Alberto is planning to dive into circularity as his he wants these stretch denims to replace the synthetic models out there.
A performance issue that is better suited for someone known for stage dive and high kick like Aoki does. But something the is essentially biodegradable, made from natural rubber and renewable resources.
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