Paolo Gnutti, denim consultant and long-time insider who previously worked for his family company ITV and collaborated with various denim companies, including Berto for his PG Denim project, has started collaborating with global denim manufacturer Isko. Together they will launch “Isko Luxury By PG”, a new fabric collection that will debut at Denim Premiere Vision in Berlin, on May 17-18.
The SPIN OFF has asked Paolo Gnutti, CEO, PG, and consultant, and Marco Lucietti, director of strategic projects, Sanko Holding Isko Division, to tell TSO about its main highlights.
Paolo Gnutti, CEO, PG, and denim consultant: “Today, more than ever, the denim industry needs new globalized visions where production and style excellence merge together to offer the market increasingly innovative and sustainable products. All this was backed by great research and aimed at the world of luxury. This is where Marco Lucietti and I came together as friends in life, but also as professionals, linked by our work and common vision.”
Marco Lucietti, director of strategic projects, Sanko Holding Isko Division:
"We realized that there was a demand in the market for a different offer, aimed at the luxury segment. Given Paolo’s reputation in the industry and my personal friendship with him for more than 20 years, we came together and made magic happen. Paolo Gnutti and Isko share the same values and the same ethical approach to what they do.
PG: “For now, our focus is on launching the collection of luxury fabrics Isko Luxury By PG, but future integrations are not ruled out. Our goal is to achieve this first, and then we will see where the road takes us down the line.
We have focused on creating a new collection where the key elements are Isko's great technology in the world of sustainability and PG's creativity and innovation. This collaboration will create a new era in the world of luxury denim.
ML: We are concentrating primarily on fabrics, however we believe there are lots of potential opportunities for other collection developments, under the Isko Luxury By PG brand, through selected distribution channels and markets. Needless to say, the initial focus will be on countries where the luxury segment is more prominent such as Italy, France, the UK, Germany, the US and Japan.
PG: Of course, working with Isko will ensure a sustainable collection as per its DNA. Not only on the fiber, but also throughout the whole production process, ensuring the highest possible standards. The PG world will bring creativity, while respecting at the same time the use of sustainable materials.
Our shared goal is to bring to the market a highly sustainable, luxury collection. 'Responsible Luxury' is our motto as we want to offer fantastic products catering to a luxury but conscious consumer."
ML: "In today's market, there is a great consumer demand for conscious luxury products. We have seen over the last two years, taking into account the effects of the Covid-19 outbreak, a strong trend in price-driven fabrics. As Isko, we don’t want to fight in such a 'red ocean', as it were. The market expects from us great, sustainable and innovative products. Our collaboration with PG will deliver this."
PG: "To put it simply, the creative side of my previous PG Denim project will not change in content, not least because the creative focus comes from me and what is intrinsic to my DNA.
An individual's creativity does not change, but it grows and evolves according to time and environment. Also because of the disruptive force created by Isko over the last few decades, sustainability is now intertwined with creativity, further pushing the boundaries of what is possible."
What do you think of the current market situation? How do you think it will be affected by the current international circumstances such as the war, post-pandemic, price increase of oil, energy and raw materials?
ML: "The current situation is not easy for all players within it. The pressure on raw materials, energy and similar aspects is squeezing margins for those who are more price-conscious. We believe that investing in great products will enable companies to gain market share and carve out a point of difference for consumers. Again, the product should first and foremost be attractive yet sustainable. This is the framework in which the industry should move towards."