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Industry Talk

Back to Iconics at Milano Unica for Eurojersey

At Milano Unica from 8 to 9 September, Eurojersey will takes visitors on a sentimental journey into the past, with their attention firmly focused on the future

25th August 2020

Knitting Industry
 |  Milan

Intimate Apparel, Sports & Activewear

© Eurojersey.

© Eurojersey.

At Milano Unica from 8 to 9 September, Eurojersey will takes visitors on a sentimental journey into the past, with their attention firmly focused on the future, in its commitment to promote timeless traditions and values through its Sensitive Fabrics. “The experience recounts the properties of incomparably durable and high-performing fabrics that are easy to wash, crease-resistant and quick-drying, endowed with the capacity to follow every movement of the wearer, no matter what their activity,” the Italian knitted fabrics brand says.

“Back To Iconics takes us back “to the origin”, moved by a desire to reacquire possession and valorise the brand identity by retracing a particular time in history, in a fascinating journey that leads us to experiment and recover a feeling of optimism.”

“It is no coincidence, therefore, that the invitation made by Eurojersey at Milano Unica carries the iconic Polaroid photo of Wim Wenders, the German director known for a number of famous films of the 80’s such as Wings of Desire. A newfound sense of permanence that underlines a research into classical icons, timeless objects with the power to remain fixed in the memory,” Eurojersey adds.

“So Eurojersey, which patented the first product of the Sensitive Fabrics' range in 1989, launches Back to Iconics to underline the declaration of its identity, exclusiveness and uniqueness. The visual narration of the story continues in the form of an assertive graphic design, bold colours and metaphysical geometric patterns, released on the new stand of Milano Unica and reflected in the proposals of the AW 2021-22 ready-to-wear collection. Fabrics are played out between iconic designs and contemporary reproductions of classics, comprising contrasting dogtooth-effect prints and, to a more exuberant rhythm, chevron motifs, refined tweeds and tartan prints imbued with an intentionally British flavour,” the company concludes.

www.sensitivefabrics.it

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