How do you ensure that the iconic look of each brand is maintained?ĪG: Genius Group is a very organized design studio. You are working and collaborating with many different brands. We’ve also been able to remodel the me’ns classic straight side seam jean and bring that spirit into a women’s fit but with a feminine and sexy touch. For women, I was inspired by Japanese workwear so we brought extremely comfortable fits in big volume, which are unusual for today. The key piece in men’s is the Marlon, a totally new fit that is extremely comfortable, with a low crotch but a tapered leg. For spring, we continue the workwear inspiration but in addition also develop special colors, fabrics and unique details. These items are specifically designed to be functional, durable and high quality, which we really like. There is no other country where there is such extensive fabric research, and in particular the development and innovation in washes.įor holiday, the inspiration for the collection is about the functionality of common items, mostly items from industrial, military and functional work. The collection is produced in Japan, which for all of us denim people is a kind of dreamland. What does the collection look like? What was your inspiration? What are the key pieces?ĪG: We love the simplicity and functionality of simple things so we give particular attention to the details, fits and washes.
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