Legend has it that 40 years ago the up-and-coming Italian jeans designer started to consolidate its position as a key player in the industry distributing as many as 20 million garments in a very short time, thus exceeding all expectations.

The year 1972 is certainly a symbolic date (by the way, it was also when Benetton launched the Jean’s West brand); what is certain is that a boom was registered, with an increase from 12 million denim garments manufactured in 1970 to 27 million in 1976. 

To mark such a significant occasion, İSKO™ celebrated the first 40 years of Italian denim by thanking some of the brands and the garment makers who have contributed to the success of Italian denim.

During the well-established events organized by İSKO™ in the delightful settings of the Villa Corner at Treviso and the Rotonda a Mare at Senigallia, centers of the main important denim districts in Italy, İSKO™ invited guests to enjoy a sparkling and colorful 1970s atmosphere, characterized by music, colors and dance-floor performances.