OVS, the Italian fashion chain, and Adriano Goldschmied, the well-known designer and denim expert known as “The Godfather of Denim", have started a collaboration that will run from f/w 2023.
"OVS makes and sells around six million jeans every year," said Stefano Beraldo, CEO, OVS.
"I was impressed by the expertise and sustainability strategy developed by OVS, a group driven by a deep responsibility and awareness of how the business must evolve," Goldschmied commented.
"Denim, in this case, represents a real challenge. Together with the OVS team, we have worked on quality products but with a more accentuated fashion content, interpreting new trends and trying to provide suitable responses to a younger consumer segment, which demonstrates OVS's decisive and courageous desire to innovate. All this with an extreme focus on more sustainable production techniques," he added.
For the f/w 2023 collection created in collaboration with Goldschmied for women, new shapes and volumes are emphasised with the introduction of cargo, coulottes and wide leg styles but also tailored details and fits that enhance every type of silhouette.
The most important novelty of the project is the introduction of Blu Infinity, a type of dyeing created by the Pakistani company Crescent Bahuman that OVS will use exclusively for the Italian market for the f/w 2023 and s/s 2024 seasons, which will be experimented on a selection of men's and women's garments.
The Blu Infinity dyeing process saves up to 62% more water than conventional indigo dyeing methods, as well as significantly reducing energy consumption and CO2 emissions.
OVS has long been committed to sustainability on a broader scale. As of 2019, 100% of the denim collections it produces are made without potassium permanganate, a substance harmful to humans and the environment.
To achieve the aged effect of denim, it alternatively uses only more worker-safe treatments, such as laser or biodegradable enzyme technology. Furthermore, thanks to innovative dyeing processes that improve color absorption and highly efficient water treatment plants, it has minimised water consumption.
OVS is also working to integrate new production models and processes, with the launch of a first T-shirt capsule made of organic cotton grown in Italy, and is committed to using eco-sustainable materials also for the construction of its shops.
For the second year running, OVS also achieved the first place in the Fashion Transparency Index of Fashion Revolution, a global movement that encourages the fashion industry to build a system more respectful of human rights and the environment at all stages of the production cycle.
The OVS Group closed the year ended 31 January 2023 with net sales reaching €1,513 million, up 11.3% year-on-year. All brands recorded positive trends. Traffic and average receipt are on the rise.
Current trading since February 2023 is positive, with like-for-like up more than 10% year-on-year for all brands because of a very good acceptance of the new collections.