Simon Giuliani
Back to overview

Interview: Simon Giuliani, Global Marketing Director at Candiani Denim

“Sustainability is a way of life”

Are Jeans and sustainability compatible? After all, denim has the biggest environmental footprint of all fabrics. The Italian premium mill Candiani Denim shows that things can be done differently. We spoke to Simon Giuliani, Global Marketing Director of Candiani, about the challenges and potentials of denim.

June 2019

What are the major challenges for the production of sustainable denim?
The development of new sustainable technologies is crucial for us because at Candiani, sustainability is not a choice but a way of life. It is for this reason that we innovate constantly, developing and patenting new technologies which permit us to improve products and increase the sustainability of our denim.  Developing products and investing in new technologies are a challenge, but one of the main difficulties is producing a sustainable, premium denim fabric with an unbeatable aesthetic that costs the same as a conventionally made fabric. The Candiani family does everything in its power to absorb these costs in order to offer a premium product without increasing price.

Which brands are you working with and how are you choosing your partners?
Candiani has been producing denim for the last 80 years. Consequently, we have worked with almost everyone in the denim industry at one point or another. The common denominator among our clients however is their preference for quality over price. There are a few brands in particular that we call our Golden Rivet brands.  These clients were awarded Candiani’s Golden Rivet because their values fall in line with ours: Made in Italy, Sustainability and Innovation.  In fact, these clients can be found in Candiani’s first store in Milan. The purpose of this retail space is to provide support for these real premium denim brands and to transmit denim culture to the final consumer by visualizing the verticality of the supply chain, from the production of the fabric to the finished jeans.

Which application areas would you like to open up for denim in the future?
We have been lucky enough to have the opportunity to dabble in areas besides apparel thanks to some pretty amazing partnerships over the years.  One of our latest collaborations was during Milan Design Week last April. We partnered with Busnelli – an Italian company that has been a pioneer in furniture design for over 50 years – to reinterpret their historic Fiocco and Armadillo chairs using Candiani denim.  We are always open to expanding our denim reach to other areas, and we are planning on some exciting collaborations in the near future.

From 3D technologies to body scanning: what are the most promising technologies in your sector?
Digital denim prototypes have enormous potential in the denim industry. This technology reduces lead times, therefore increases efficiency and eliminates waste due to improved accuracy. It’s no secret that the fashion industry generates an unspeakable amount of waste each year, so we are 100% in support of any technology that is trying to reduce production excess.

Giuliani will be a member of a panel titled "The State of the Denim Industry — from Dirty Washes to Clean Waters." presented by Textile Exchange during the Fashionsustain conference on 2 and 3 July 2019. The conference is part of Neonyt, the international hub for fashion, sustainability and innovation in the Kraftwerk Berlin. The panel will also include representatives of Nudie Jeans, Jeanologia and others. The companies will shed light on how the denim industry can in future realise complete production cycles.

#Simon Giuliani #Candiani Denim #Jeans #Italy #Europe #Neonyt #Fashionsustain

Find out more here:



  • Sustainability
  • Interview