Meet Hand Picked; A Luxury Italian Denim Brand With Style Aimed At Creating A Better Environment - Forbes

Hand Picked Luxury DenimHand Picked

Responsibility and empathy seem to be the new buzzwords in the fashion industry. Apparel brands are now holding themselves accountable with everything from workforce conditions to environmental sustainability. In these ever-volatile rapidly changing times, I most certainly do not have to be the one to inform you that technology rules the future. Nevertheless, there is a grudging acknowledgement that sometimes in the pursuit of making things better and more efficient, you may be helping mankind and the existence of planet earth along the way. Simply put; if the  earth ceases to exist, then so shall we perish.

The reality of the current fashion marketplace is certainly on the right side of history. Whether you like to admit it or not, the world has changed. It is a much different place than it was pre-internet. But transitions can have a positive effect on many platforms. In my opinion, we all have a responsibility to our planet which has been poorly impacted by mankind and the negligence in old manufacturing standards. I try and pay attention to what brands are saying these days. Let's face it, many apparel companies display fusions of high-technology words that give few clues as to what is really happening on the inside.

Hand Picked Polo ShirtHand Picked

I like to believe that every cloud has a silver lining. I recently reviewed a luxury denim brand that is serious about its ambition for fashion sustainability while simultaneously delivering one of the best looking and best fitting denim on the market today. Hand Picked, aptly named for its hand-picked quality of the finest denim, has grown from an Italian known brand to an outpost around the globe.

Hand-Picked SS 2019 ChinoHand Picked

I recently had the privilege of speaking with Franco Catania Founder of Italian luxury denim brand Hand Picked about the essence of the popular brand, how technology has helped the progress in design, fabrications, e-commerce and digital marketing and what male consumers are seeking in luxury denim today.

Hand Picked Luxury Denim ShirtHand Picked

Joseph DeAcetis: Talk to Forbes about the essence of your brand?

Franco Catania: It all starts with a dark and fleshy leaf veined in red. Not just any leaf but one in particular that evokes the intense colors of the Amazon forest and the elegance of clothes that are always modern. A refined denim style; this is how Hand Picked collection for men was born. For us Hand Picked is the "Millésime" of denim where Giada Spa can make the difference.

JD: Today in luxury denim, the market is quite saturated; what makes your product standout?

FC: Extreme quality of materials and care for details that stand out: a feature that only Made-in-Italy (and its attention to sustainability) can guarantee. This is our view; Hand Picked products are unique because of the sartorial touch and clean look.

JD: In your words, why do you think it is important to manufacture denim in Italy? 

FC: In my opinion, Made-in-Italy is significant for quality, attention to detail and taste. Our denim production is conducted in the heart of the "denim district"-  which is in the Veneto region. In Veneto, you can find the most talented  and skilled labor in the world. Consumers notice the difference in our quality. In this case,  out target audience can wear the difference.

JD: Talk to us about the current SS 2019 and FW 2019 collection(s) -colors, style fabrications and comfort?

FC: The SS19 collection consists of iconic elements of the Hand Picked man’s wardrobe:

1. The classic five-pocket denim with buttons and rivets in hand-worked copper with grosgrain and spigot grosgrain opening.
2. A chino in a special diagonal micro jacquard in a cotton/linen blend which comes in natural shades of color palette as well as the classic indigo blue.
3. Our classic denim shirt-revisited in Japanese buttoned chambray.

In the FW19 collection, we have introduced additional items, from the original capsule collection. We have delivered our complete collection including a British wool jacket, windbreaker jacket, shirts, sweater and additional pant models. Colors align with earth tones of  brown, green, ocra, deep red and of course indigo. Hand Picked focus' on the quality of the raw material and the refinement that emerges from these creations.

JD: How has technology aided the brand in design, fabrications and e-commerce and digital marketing?

FC:  Most of the technology used at the moment is found within the production process. From denim dyeing (which occurs with natural indigo) to washes that use pumice stone and water in small quantities. In addition to this, we're using the Ice Finishing: the environmentally friendly washing process which is developed by using ice.

Hand-Picked Luxury DenimHand Picked

JD: If you could choose one celebrity you would like to see wearing your Hand Picked denim, who would that be and why?

FC: If we could choose on celebrity to wear our brand it would have to be singer/songwriter  Chris Martin of the band Coldplay. He would be our first choice.  In my opinion, Chris Martin is a talented artist who always looks to evolve in his own work. Moreover, he has always been an advocate for the environment. We believe that he could understand and represent Hand Picked's craftsmanship and details. More importantly, I feel that he would be impressed  with our constant research on production technologies aimed at reducing waste and pollution.

JD: Talk to Forbes about what you think men are seeking today in luxury denim?

FC: Firstly, men are seeking style. We have solid proven data (with respect to our luxury denim brands) that men are seeking to find the right pair of jeans to wear over years. Men seek comfort, details, softness and unicity. Our target audience longs for recognizable denim worn  with discretion.

JD: In your estimation, is it important to wear denim.

FC: Wearing denim is now synonymous for informal elegance. Today, it is not unusual to find  top-management executives wearing a pair of  luxury denim jeans with nice shirt and sports jacket.

JD: Who is your target audience and how are you addressing their needs.

FC: Handpicked is marketing to an urban tech-savvy man. A modern man who is seeking   quality materials while respecting the environment. Being classy is no more just a matter of style but also of consciousness about the world we're living in. Life is becoming always more stressful, we propose a comfortable, qualitative, eco-friendly product with all the Italian style and a real made in Italy production.

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