MAGAZINE February 24th, 2021

PEPPINOPEPPINO Interview

 

Is PeppinoPeppino the result of your great passion for denim? When and how was this project born?

I have been working in the world of clothing for more than 20 years, and I have always wanted to create a denim brand. My passion for jeans was born in San Francisco, where I lived for a few years after graduation. I was lucky enough to do an internship in one of the most famous denim shops in the city - ABFIT, and here I began to appreciate this fabric. At the same time, I have always had a lot of curiosity for the vintage world (especially workwear and military). It was, therefore, very natural to associate these two elements in a brand: PeppinoPeppino denim.  It all started in 2018 with a blog and an Instagram account - PeppinoPeppino Magazine - where I published articles and photos of denim brands, mainly American and Japanese, outside the mainstream, therefore relatively unknown.  I started to have a fair number of followers, which gave me the courage to launch PeppinoPeppino denim. An integral part of the project is Alessio Berto, owner of The Tailor Pattern Support. We have a very similar aesthetic sensitivity and taste, and it is thanks to him and his skills that the brand is starting to make its way into the market. We are now a proven team, having worked together since the first collection we presented in 2019.

What is the identity of your brand, the philosophy behind the creative process?

PeppinoPeppino was born as a deliberately anti-conventional project, with entirely different silhouettes from those that the market currently offers. The vintage world, workwear, and military is an excellent source of inspiration. Fit and details are re-interpreted in a modern key, maintaining the spirit of garments with a history, a soul, an identity outside the fashions and trends of the moment.

Your jeans are 100% Italian. Where and how are they made?

The production and fabrics are all Italian (northern Italy). For us made in Italy is still a value. We want to offer a quality product, exceptionally cared for in the fit and details, with prices relatively affordable, considering the value of the product.

Today fashion can and must be sustainable, is PeppinoPeppino a responsible brand?

Absolutely. "Sustainability is no more a nice to have, but the new normal." This is why PeppinoPeppino denim is a brand "responsible in silence." We don't shout about it! The washes are all "low impact," carried out with energy savings, chemical agents, and water. When possible, we use deadstock fabrics and buttons, and the sails are all made of Viridis, a material derived from corn. Our garments are also "timeless," with a very high-quality standard and timeless fit. It is another way to be responsible.

What is the DNA from the A/I 21 collection?

We have built a collection faithful to the PeppinoPeppino style, with garments inspired by vintage clothes purchased in used markets. Our silhouettes are comfortable and oversized. The brand is evolving. Our garments have an increasingly precise and recognizable identity (most models are dual gender). I am thrilled with the final result - a commercial collection and, at the same time, out of the canon.

 

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