The influential Italian designer behind Diesel jeans
Known as the “godfather of denim”, Adriano Goldschmied, who has died aged 82, transformed the industry by helping to turn “ordinary jeans into desirable signifiers of status”, said The Telegraph. In the 1970s, the market was dominated by the American workwear brands Lee, Levi’s and Wrangler, and a typical pair of their jeans, he said, cost $19. Goldschmied – who would go on to found Diesel – sold “designer jeans”, tailored to a more discerning market, for six times that much. He justified the price tag by citing the effort that went into their design and production. To give his jeans the lived-in or distressed look that he popularised, he tumbled them around with rocks, rubbed them down with sandpaper, cured them in an oven and blasted them with a blowtorch. He also experimented with novel fabric combinations, using synthetics to make jeans that were stretchy and clingy, and pioneered stonewashing (experimenting with bleaches in his own garden). “Denim is always open to interpretation,” he said. “Otherwise, jeans can be so boring.”
Adriano Goldschmied was born into a Jewish family in Turin in 1943. By then, the Nazis had occupied Italy and his mother had gone into hiding. His father had joined the Italian resistance and was captured before he could see his son; he died at Auschwitz. After the War, Goldschmied was captivated by the jeans worn by American GIs stationed in the city; he bought his first pair aged 14. By the 1970s, a younger generation was in the market for new fashions, and denim was “ripe for enterprise”, said The New York Times. It wasn’t being manufactured in Italy, but Goldschmied learnt that a shipment had just landed in Naples, and snapped the rolls up. They turned out to be offcuts but, undaunted, he patched the scraps together and turned them into hot pants. A self-confessed “ski bum”, he sold his creations to the jet-setters at the Cortina d’Ampezzo – the ski resort once frequented by Brigitte Bardot. He launched his first line, Daily Blue, in 1974, then partnered with the designer Renzo Rosso to found the company that included the Diesel brand.
In 1985, Rosso bought Goldschmied’s share in the firm for $500,000 – when annual sales amounted to about $5m, said The Times. This would become a pattern for the restless designer: he’d launch or co-launch a brand and, when it became successful, he’d walk away and start another. He was involved in more than 50 in all, including Rivet, Replay and AG Jeans. In the 1990s, people started to realise that with all the washings and rinsings, dying and bleaching, premium denim had an appalling impact on the environment. Declaring that “we have to repair our mistakes”, Goldschmied started looking at ways of making denim more sustainable, with production processes that involved fewer chemicals and recycled water. In 2014, he partnered with Chloé to produce the first 100% biodegradable jeans. A “quiet and unshowy man”, he owned only five pairs of jeans himself. None were his designs: he favoured vintage Levi’s 501s. He is survived by his wife Michela and their three daughters.