The Art of Going Beyond Limits and Looking to the Future
haikure, the eco-sustainable denim brand, will be present at the 84th edition of Pitti Immagine Uomo with a strongly innovative and artistic SS14 collection, to reaffirm its core values: exclusivity, sustainability, innovation and engagement.
Inside a fair of ever more international appeal, haikure emerges as a cutting edge brand and steps forward for a modern, bold man, who loves to stand out with his daring style. For the coming SS14 season mood, haikure draws inspiration from the art piece ‘First Abstract Watercolour’ of 1910 by Wassily Kandinsky, whose philosophy perfectly embraces our brand’s: “Art goes beyond the limits within which time tends to restrain it, and points towards the contents of future”.
This is just the way haikure stands on fashion, thanks to investments in research and innovation: the brand pushes past the limits and dares to get distinguished for technique and quality. The experimental drawings by the artist are then recreated on haikure’s most representative pants – New Granada and Valdes – by digitally printing a Tencel Satin material (natural, totally eco-sustainable fiber obtained from cellulose), and what you have is real ultimate fashion wear.
The artistic leitmotiv comes again in the rest of the collection as well, with a floral theme expressed in various kinds of print – geometrical, romantic, tropical, up to the ‘hand-made’ artistic effect – on a variety of fabrics – organic cotton, Tencel, recycled fibers, linen, all of them unfailingly ecosustainable! Federico Corneli, Founder of haikure, comments on the new collection: "For SS14 we are still keeping our proposals in line with the core values we have chosen, and that’s how our brand awareness is growing, first of all in the sense of eco-fashion. This season we have focused on the R&D of new prints, fabrics which are the best choice for our values, and special denim washes to have a perfect match between respect for the environment and fashion.
The inspirational mood of the first abstract watercolour by Kandinsky has then allowed us to lend the SS14 collection an artistic feeling according to haikure’s lifestyle, which we promote throughout our media and with our Manifesto.” Experimenting, sustainability and exclusivity are the basic features that haikure has proved to be able to develop and evolve in time, so making it possible to gain an ever stronger position on the scene of Italian menswear.