Candiani Denim and Tonello, Italian leaders in sustainable denim technologies, are collaborating on an innovative project based on laser technology, involving three emerging young and talented designers: Domenico Formichetti, Andrea Grossi and Marcello Pipitone.
During this unique event, designers had the opportunity to explore the endless possibilities offered by laser technology in the exclusive Candiani Custom workshop, a micro-factory of custom-made jeans in the heart of Milan, at Piazza Mentana 3. Using Tonello’s sophisticated laser technology, creatives have transformed Candiani denim into unique masterpieces.
Using lasers on their creations, designers demonstrated the many applications of this technology and the high performance of Candiani fabrics. THE Laser EXPERIENCE highlighted the great potential of lasers in developing new aesthetics and promoting original creativity, paving the way for endless possibilities of use in the fashion industry.
Who are the designers of THE Laser Experience
Marcello Pipitone, after his studies at the IED (European Institute of Design), focused his talent on the ambition to create a clothing brand that reflected his identity. His catwalk debut in 2019 highlighted an eclectic fusion of urban- and sportswear, enriched by a distinctive artisanal touch. In 2021, Marcello was distinguished among the finalists of the prestigious Who is on Next? project, and in 2023 he was recognized as one of the three winners of the CNMI Fashion Trust Grant.
Andrea Grossi , upon completing his studies at Polimoda in Florence, launched his graduate collection in 2019. His creativity was recognized in 2020 when he was selected as a finalist at the Hyères festival, presenting a second innovative collection featuring the use of denim, leather, and jersey. His work stands out for its emphasis on Made in Italy and modern craftsmanship, thus enhancing the rich heritage of know-how that characterizes Italian manufacturers.
Domenico Formichetti cultivated his passion for fashion at the Brera Academy. His brand Formy Studio quickly conquered the rap scene, both nationally and internationally. His most recent project, PDF, stands out for its innovation and has attracted the attention of world-renowned celebrities such as Rihanna, Drake, and Lewis Hamilton.
Alberto Lucchin, Tonello's Marketing Manager, explains:
We were born with the stone wash boom, until 1995, the year of the invention of the laser for garment treatment. At the time, it was a rudimentary technology with an unnatural effect. Brands decided to switch to manual sanding, creating the typical denim abrasions, often without proper precautions.
Today, lasers replace this wearisome work in a matter of minutes, burning the surface of the denim and removing the indigo. This method is more sustainable and safe, allowing operators to have a controlling rather than an operational role. In addition, the laser allows for graphic effects, demonstrating how technology can serve the creativity of designers.
Alberto Lucchin notes:
In this historical moment of strong change, brands often lose focus on more health and environmentally conscious productions. A business model from the 1980s is colliding with the era of mandatory CSR. European regulations are changing the fashion production scenario. We also collaborate with local entities such as Fahrenheit 140 in Germany and the Fashion Cube group in France, promoting ethical production and reshoring.”
Candiani Denim has developed “ Indigo Juice ”, a dyeing technology that maximizes laser yield on fabric, reducing consumption of water, energy and chemicals. This project represents a step forward in sustainable fashion and creativity in the denim industry.
Simon Giuliani, marketing director of Candiani Denim, adds:
Tonello is our partner both on an industrial level and in our micro factory of custom jeans, Candiani Custom , in Milan. The micro factory is a manufacturing virtuosity designed to create a space dedicated to product culture. Tonello has reengineered its washing machines and lasers to adapt them to a store dimension, allowing production inside a store in downtown Milan.
Giuliani continues:
To convey the value of this project to end consumers, we brought in three designers to make fashion creations. We were looking for designers with a minimum of experience with denim. I admit that we thought they were a little less creative, but the results were not obvious! They created new images and presented their ideas of fits and variations, proving to be really great!
The project also promotes a message of eco-sustainability. Giuliani states:
It is up to the industry to make the investments to raise awareness in sustainability. From business to business, more and more companies like Candiani and Tonello are moving into the front end to convey that information to end consumers, who are often unaware of the value of environmentally sustainable initiatives.
