Monday, 26/07/2010 by Natasha BinarFocus

Brand Focus: nine:inthe:morning

nine:inthe:morning AW2010/11

3rd generation denim: nine:inthe:morning represents a family tree of textile industry entrepreneurs. From the very beginning of its history, nine:inthe:morning’s work has revolved around denim. It was grandmother Giulia who originally founded the family business in the 1930s–her five daughters then followed in their mother’s footsteps. The result is an Italian brand whose philosophy is “to study every detail, to engineer the form and the cut to perfection in order to create jeans similar to the most performing beauty cream — pleasurable, effective, long-lasting”.

nine:inthe:morning Iconic Collection AW2010/11

Umberto Vendramin, the youngest owner of the label and acting Creative Director, has worked in the family business ever since he was very young. Umberto supports and promotes vertical organization, a formula that allows him personal control of almost every production phase. nine:inthe:morning’s key word is “authenticity,” a philosophy that accompanies the label’s entire process from conception to production. nine:inthe:morning uses only the finest and most precious Italian and Japanese denim, manufactured using ecological products that preserve traditional indigo-dyed denim.

nine:inthe:morning

Autumn/Winter 2011’s The Iconic Collection is dedicated to the woman who appreciates distinct characteristics in every detail. A woman who sees artistic gesture in the choice of a garment, the expression of her way of being. A woman who herself becomes a work of art, sculpted by the jeans she wears. The cuts set style free: low, medium or high waist; skinny, tight, straight or flared leg. The details vary from the inside embroidery to removable metal loops and surprise zippers at the bottom. Available in a range of fabrics and washes, from “Skin sensation” to “Blue Awakening,” each name pays homage to what nine:inthe:morning represents.