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world, now you can sense the shift in trends where people are looking for uniqueness and standing out from the crowd?
This is more known as the pendulum effect, a man has a pair of ripped jeans, so instead of buying a new pair, or even trying to fix his, he made the whole bigger and that started a new trend of ripped jeans. Humans always need change back and forth all the time, and that is part of our human nature.
From the early 1881 and now, where you have one of the most sophisticated textile factories in the world, how did this transition happen? I mean running a business is one thing, but advancing it with such high-end technologies is another.
I never stopped being curious and wanting to make changes, even if they were small unnoticeable ones. The most important thing is to have a desire to see things evolve. You get ideas in your head, after that it is your job to make things real and solid in front of you, that process is something that you would do over time every day. You have to add something, see how it fits and works, then add another thing on and you go. You must always be on the alert and sensitive for inspiration.
When it comes to clothes, which is something very personal, you have to see what is going on around you and investigate how trends
Clothes are what you put on you, and design is what you put around you, so it is all about the physical dimensions and the emotions which always remain the same
are moving, it is some form of journalism, instead of writing what you feel, you create it. Fashion is all about inspiration, reaction and exploration. It is a complex process where you try to mix reality with fantasy.
Since you sold the fashion side of Cerruti’ s business where do you have your focus?
Right now, I am focused on the factory, where we sell textiles and fabrics to all the
لي هو ان لا اأتوقف عن ا إلابداع بالن�سبة
حتى و إان كانت الاأ�شياء التفكير بت�صميم
الت�صميم أاو تبدو غير مهمة �ضمن �صغيرة
DORCHESTER December 2012 55