Adriano Goldschmied otherwise known as the ‘Godfather of Denim’ earned this title from working for nearly 50 years in the denim industry, not only pioneering new techniques and styles, but revolutionizing how the world looks at and wears this fabric. From his humble beginnings in Cortina D’Ampezzo, where Goldschmied set up his first shop, the groundbreaking King’s Shop, he is now responsible for the creation of some of the most successful and innovative denim brands from the 1970s to today, from Goldie, Diesel, Replay, Gap 1969, AG, and Goldsign. Some of his revolutionary achievements include the creation of the stonewash technique, the use of tencel fibre, and super stretch denim, just to name a few. Always the pioneer, Goldschmied is currently developing a new activewear denim line, A Cynetic, which uses new weaving technologies and unprecedented stretchability and comfort for denim.
In work I do different things, from textile design to denim projects where I do the design but also the marketing and the image. I like to create a brand and make it successful. In addition I love to put together people and brands to create new opportunities. I have so much fun doing what I do that I have no time for anything else.
I was looking to live with a different speed and work on more exciting projects. I had also a clear vision that for my activity Los Angeles was the right place to be. I also chose LA because of the unique combination of so many different important facts that makes the American dream a real thing: the denim industry in LA, the creativity of so many talents in many different areas, the vintage denim that is unlike any other place, and Hollywood and its influence.
When I did in 1999 the Denim Art party. It was amazing to put together the best creative talents in LA and launch my new adventure in America.
I chose this outfit because it’s what I wear every day, it’s what I feel comfortable in. As for the location, I like that there is this unusual concrete environment in the middle of Hollywood.
I think that it is a great initiative, nobody did anything like that and nothing more than photography can express the spirit of the Italian “diaspora” in US.
Honestly I don’t feel I am an ambassador of the Italian style.. I come here to learn not to teach. I just think that I had an amazing opportunity about mixing the Italian culture with all the incredible experiences that I had in America. I feel I am ready for the world now.