© COPYRIGHT 2007-2019 Jeans & Denim - ALL RIGHTS RESERVED - Author : Jerome Vallet
Poles apart from big names of the denim industry, we find a brand that has already stamped its name in the history of jeans: Marithé + François GIRBAUD.
It is by far the most experimental brand in the denim world. Here, the avant-garde is not just a marketing strategy : it is the essence of the approach.
The collaboration between Marithé Bachellerie and François Girbaud started in 1965 and continues today with the same enthusiasm: forty five years of innovation in term of fading techniques and different treatments which are always very audacious, a design of cuts always inspired and unique.
An abundant creativity
After numerous tests on fading techniques, they will be the first as from 1970 to industrialise the fading through the use of pumice stones : meaning stone wash.
They will democratise the use of elastic fibres in stretch denims, and they will also contribute to the development of baggy jeans by launching their style in 1977.
Always going a step further when it comes to the jeans institution, in 1980, they will offer for a collection of Closed brand, the X-pocket, pocket on the front with a slanted opening (33 ° angle), replacing the ancient pockets with their curved opening.
Marithé + François Girbaud will also experiment the replacement of the traditional stitches by assembling through a thermal process or ultrasound jeans parts.
Marithé and François never run out of ideas and also like to do things differently: these two who came up with the generalisation of the stone wash process to prematurely wash out the denim will first invent the Blue Eternal (1999) process, making it impossible for jeans colours to fade away and thus, guaranteeing that the trousers will always keep their indigo colour. Then, they innovate through the Wattwash (2003), a technique that requires the use of a laser in order to simulate wear and fading effects, thus, the stone wash technique fades away !
It is likely that the Wattwash technology will replace in the medium term the usual toxic or water wasted washes techniques for most designers. This method has many more applications, such as printed drawings in the fabric.
A big name that obviously inspires respect; the union of the fashion, the technology and the aesthetic: basically modern art always pleasing jeans lovers.