Candiani denim has unveiled the first denim clothing brand with natural, biodegradable yet stretchy fabric ever produced and distributed to date. Coreva design, the name of the new line, uses the elastic properties of a plant-based material, derived from natural rubber, to provide comfort without having to resort to the use of synthetic yarns. It is a stretch denim canvas that, by not using plastic, reduces the ecological impact at the end of its life by breaking down in less than four months instead of 200 years or more.
The ambassador of the new brand is US singer-songwriter LPwho topped the international charts in 2015 with the single ‘Lost On You’.
“I haven’t eaten meat in more than twenty years. I never wear fur. I only have one natural electric car. When I dress, I try to make a conscious and sustainable choice. I must honestly admit that I wear some leather every now and then. I try not to be too rigid in that sense,” confided Laura Pegolizzi, aka LP The Hollywood reporter Roma during Milan Fashion Week in a corner of the Banner boutique, an exhibition space designed by star architect Gae Aulenti in the heart of the Fashion District. “I think to embrace sustainability you also have to be quite consistent with our personal style, find our own aesthetic and not fall into trends or things like that. I like classic things. Even musically,” they said.
At the appointment, LP appeared dressed entirely in black: jeans, black blouse, tail jacket, boots and transparent sunglasses. The Italian-American singer-songwriter – born in Huntington, Long Island, to parents of Italian descent (her maternal grandparents were from Naples and her paternal grandfather from Palermo) – will release a new album titled Love lines on Friday, preceded in May by the single ‘Golden’. With the new work, LP tells the complexity of the human experience through her eyes. When asked if it will still be something classic, they said: “I like classic things, you know? I’m not trying to be Drake, even though I love Drake. I’m not trying to be Post Malone, even though I love Post Malone, even though sometimes I want to be more Post Malone. At the end of the day, I just do what I do in the music and the way I dress!”
Coreva Design uses substances that are the result of regenerative agricultural practices, the most responsible and conscious way of farming, where the properties and health of the soil come first.
Alberto Candiani, the group’s young president, told us THR Roma how the collaboration with LP came about: “It was a logical choice. We have a mutual friend, my assistant in Los Angeles, and LP used to come to our studio to get some fabric for her seamstress so she could make comfortable stretchy pants to wear on stage. We told her about Coreva Design and the sustainable fabrics we use, and they were excited to be our testimonial.”
The fact that there is no longer such a clear distinction between the sexes in fashion meant that the American singer’s genderless style was perfect for the Italian brand founded in 1938. “LP is a very strong icon of contemporary music and fashion… is a real source of inspiration. Customizing clothes for her was actually a co-design process,” Candiani explains. “We gave the brand a rock and roll whip. A touch that came so sincerely, through osmosis. When the result of a collaboration is this natural, that is always good.”