The denim world in 1974 consisted of only commodity and utility jeans, the big players being Levi’s, Wrangler and Lee. 

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I knew nothing of denim or manufacturing, but what I did know was what the international jet setters and young consumers were looking for, and I wanted to give it to them. I had a strong and clear vision and started to learn as much as I could. Daily Blue, before anyone else, burst out on the scene with a never before seen blend of innovation, fabrics and colours, ushering in the first real revolution in denim since its beginning. 

Daily Blue was an immediate global success, which defined what the future of denim would look like. 

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It's 2023 and Adriano is presenting the rebirth of Daily Blue. This collection celebrates its roots of being a brand born out of the 70s, and pushes it a step further by creating refined and elevated designs that put sustainability and innovation at the forefront.