The most American trousers come from Genoa and from the area of Veneto
Blue jeans means “ Genoa blue”: the robust but soft fabric brought to America by the sailors of Genoa.
The homeland of brand jeans was in Italy: in the 50 kilometers range around Padua and Rovigo which until a few years ago was the production district of famous brands
Some workshops have endured, and professional expertise is still available
What was missing was a simple idea like ours: manufacture jeans today like in the past without saving on workmanship and materials.
Ideal jeans: beautiful and democratic
They are the trousers of rock stars, of the authors of the Beat Generation, of sexual freedom, and revolutionary leaders (since the times of Garibaldi).
They are the opposite of ephermal fashion: the older they get the better they are.
They are the opposite of class conscious fashion: monarchs wear them to look like the working class.
They are the opposite of “plastic beauty”: making all bodies fat or thin, tall or short, young or old more fluid and spontaneous
Today’s jeans: anti- democratic and horrible
But nowadays jeans are very polluting and globalising.
25% of pesticides and 12% of insecticides are used worldwide in the cotton production.
Too many jeans are manufactured in terrifying working conditions
To produce one pair 1100 liters of water are necessary.
Your skin is in contact many hours per day with the chemical substances of which jeans are imbued: dyes, starches, aging substances….often they are suspicious and uncontrolled molecoles; in the meantime allergies, irritations and contaminations continue to increase.
Ecogeco jeans: democratic and re-bellious
An ideal is worn, not to appear, but to be yourself.
Not to imitate or look like someone else, but to better the world in which we live.
Choose them if you don’t want chemical substances on you skin. If you respect water, the earth and your health.
If you don’t appreciate the false competition that sacks the Italian workers and turns the Asians into slaves.
Ecogeco non è “programmato per autodistruggersi” e l’anno prossimo non dovrai comprarne un nuovo paio: ad essere onesti non ci rimetteremo se tu, in cambio, ci raccomanderai a qualche amico.
Ecogeco isnt’ “programmed to self-destroy” and next year you won’t have to buy a new pair: to be honest we won’t be losing out if, in exchange, you will recommend us to a friend.