Daily Blue

Affectionately known as “the godfather of denim”, (founder of Diesel, Agolde, Goldsign and AG Adriano Goldschmied) the renowned jeanswear designer is relaunching Daily Blue, the women’s jeans line he created in his native Italy in 1974. It was an immediate success and became the gold standard of premium denim brands to come.

 While the collection has a slight vintage feel—especially since he did bring back its original colorful 1970s label and back patch—Goldschmied stresses that it is aimed at contemporary women and “the new generation that goes in between premium denim and luxury.”

Sustainability is now part of the premium and luxury fold. Goldschmied, who recently developed Chloe’s first circular jean, said he is using Japanese fabrics and sustainable washes for Daily Blue, including a no-dye fabric that gets its color from recycled fibers in the warp. This technique, he added, saves water and chemicals.”