Translated by
Nicola Mira
Jun 20, 2016
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ISKO takes first steps at Pitti Uomo

Translated by
Nicola Mira
Jun 20, 2016

ISKO has introduced a change in strategy. For once the Turkish group, a world leader in denim fabric production, has left aside textile trade shows to invest in a purely fashion event - the Pitti Uomo, the world’s benchmark show for menswear.

François Girbaud visited the ISKO booth at the Pitti Uomo in Florence - Pitti Immagine

There is no better occasion than a show like the Florence-based Pitti to meet both exhibitors, i.e. the brands which ISKO supplies, and retailers, the true product ambassadors, heightening their awareness of the quality and innovation offered by the group.

"We have moved from B2B to B2B2C, driving the business to consumers. The idea was to show our existing and potential clients the added value generated by ISKO in terms of quality and innovation, while promoting our principles to buyers," stated the group, which did not expect such a big success. ISKO's 300 m² booth, located at the show's entrance, always overflowed with visitors.

The denim manufacturer showcased both its latest technological innovations and a series of future trends, through the looks designed by some of the students selected for the third edition of the ISKO I-Skool prize, an educational project launched in 2013-14 as a competition involving fashion schools the word over.

The happy winners benefited from a specialised training in denim manufacturing and treatment techniques, as well as in communications and marketing, with the opportunity of producing their own project, supported by Creative Room, ISKO's creative lab.

This year, ISKO I-Skool attracted over 50,000 applicants. Twenty-three of them, from 16 different schools, were selected as finalists. The final will take place on 15th July in Treviso, Italy.

The Turkish group also took advantage of its presence in Florence to organise a debate on the future of denim, attended among others by François Girbaud.

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