Candiani Denim quality seal

IIn 2013, Candiani Denim celebrated its 75th anniversary. On that occasion, we analyzed the evolution of the denim market and launched the Golden rivet project, the first ingredient marketing initiative in the global denim industry.

Not too long ago, the quality of a garment was directly related to its price, and fashion brands had a clear position in the market ranging from cheap to luxury.
In the early 2000s, the accelerated growth of the fast fashion industry led to higher competition, creating a bigger demand and cheaper production opportunities.

Eventually, brands started to move their focus from the value of their products to communication, urging their customers to buy based on a particular lifestyle rather than quality. The price/quality relation got out of balance, and the real sense of premium items was lost.

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