MYR

My ambition, or rather my dream, would be to offer the supply chain the opportunity to realize the ideas and projects of the creatives and the new generations the opportunity to experiment, to see their creativity expressed on the garments that the final consumer wears.

You made your life with denim and been a real denim explorer in the industry.how you started and directed your journey ?What s your ambition ?

How many memories you make me come up with this question.

UMBERTO BROCCHETTO
President of Board General Manager

If I think 40 years ago, when the jeans were just row and everyone tried to age them in the house, who wore them and went into the bathtub and with the brush tried to make the effect today called used.

Who took the jeans and put them in hot water with the chlorine to stink them and most of the time they destroyed them and I could tell you a lot more.

The basic principle was that everyone wanted something new, they could experiment and everything had a special flavour.

With the stone wash, the real revolution began and I was lucky enough to start working in that period, the most beautiful in terms of creativity, experimentation, but unfortunately, the worst regarding the lack of respect for the person and the environment.

I can say that my journey began by trying to copy the old used Levi’s that at the time we all wore, to continue, over the years to replicate the natural look of vintage garments.

Thanks to the collaborations I had with the most important laundries, textile industries and the collaboration with many Brands, I have directed my journey in the continuous research and development of innovative products and methods to achieve them.

Today globalization and the continuous search for productions at ever lower costs have generated a general flattening of the product.

My ambition, or rather my dream, would be to offer the supply chain the opportunity to realize the ideas and projects of the creatives and the new generations the opportunity to experiment, to see their creativity expressed on the garments that the final consumer wears.

What are your predictions about the future of fashion“?What awaits us in future in terms of both fabric and design related to Denim industry?

Valter Celato
Member of Board Art & Marketing

As for the future of fashion, I think that technology is expressing only the tip of an iceberg that is beginning to make us guess how much indigo can still be the color par excellence.
Just think about how the textile and chemical industry are approaching new combinations and with increasingly visionary and responsible actions.

Could you pls explain about MYR?Why you created the programme? and what s your goals as MYR brands?

MYR is a software dedicated to Brands, Garment Makers, Laundries, independent style offices, R & D dept, suppliers of raw materials, e-commerce platform, shops.

It is designed to modernize the creative process, allowing to digitize the collections in high definition, to customize the look of all garments that are ennobled through the laundry processes and consequently simplifies the prototyping phase saving raw materials, water, energy, logistics that will result in a significant reduction in costs and in a real sustainable action.

Dalia Benefatto
Member of Board R&D

MYR creates the first social of the trade linking users, suppliers and final consumers, the digital platform will then be open to all the garment makers (divided by geographic areas and product categories) who want to collaborate with us and make themselves visible on our social platform dedicated to innovative and exclusive connections for those who have a real interest in the development of targeted collaborations.

For the e-commerce platforms and the stores, specific simplified versions of the program have been studied that will allow the final consumer to customize the garments online or in-store.

What activities do you differently pursue in order to be sustainable and permanent in the denim sector?

MYR has as its first point of strength the sustainability and the responsibility of each one of us insiders.

In fact, as mentioned before, using MYR will save in terms of garments to make the prototype of washes, therefore less waste of fabric, dyestuff, water, energy, transport, travel etc.,

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