Adriano Goldschmied, the renowned fashion designer who founded labels AG Jeans, AGOLDE, Gap 1969 and more, is relaunching Daily Blue, the women’s jeans line he created in his native Italy in 1974.
Version 1.0 of Daily Blue was “immediately a big success,” Goldschmied said, adding that the upscale brand was a precursor of the premium denim brands to come. Daily Blue was distinguished by its use of quality imported fabrics, and its luxury-like price point would be equivalent to around $1,000 today, he said.
While Swinging London served as an inspiration for the brand’s original aesthetic, Goldschmied said the new line is not an exact dupe in the way brands like Diesel and Levi’s are re-issuing styles from the past. “The new Daily Blue is not a copy or replica because I am always oriented towards the future,” he said.
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, whose resume includes launching Genius Group in the early 1980’s (the legendary creative studio that gave birth to brands such as Diesel and Replay), has stayed at the forefront of denim fashion over the decades, recently developing Chloe’s first circular jean. The designer has stated that he will be 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.
In an interview with WWD, the designer said, “What I do the best in all my career is to create brands. It’s like playing a game. When I know I am a winner, I walk away.” The first drop of the reimagined Daily Blue will ship in January for Spring 2023, and retail between $350 to $450.
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