Godfather of denim aims and shoots down under

Adriano Goldschmied is proof that when it comes to jeans, one pair is never enough. Even at $400 a pop.
Following the success of his founding labels Diesel and Replay, the self-proclaimed "Godfather of denim" has launched yet another high-end denimwear brand in Australia.

Dubbed GoldSign and distributed by International Fashion Group - which also holds the licenses for True Religion, Frankie B, C & C California, 7 For All Mankind, Rich & Skinny and Paige Premium Denim - the collection is currently sold through exclusive boutiques and department stores throughout the world.

Priced from $330 for regular washes to over $400 for more premium varieties, the debut range is comprised of shorts, pencil skirts, mini skirts, denim dresses and jeans in a straight, skinny, bootcut, wide, high and low cuts. Waxed finishes, differing washes, fabrics and embroideries are also on offer for both the men's and women's components.
International Fashion Group marketing representative Jothy Hughes said the brand's key point of difference was its emphasis on detail. Along with small touches such as embroidered sizing along the zip-fly, the jeans feature a unique back pocket which "lifts, raises and minimises the backside".

"He is a revolutionary master, genius in the denim process and design," Hughes said. "He has just been nominated for the Los Angeles Fashion Awards and continues to be acknowledged worldwide for his work."
Although the collection has already been picked up by a select number of stores in Australia, Hughes said the ultimate goal was to achieve nationwide recognition.

"[And] basically people, retailers, consumers, journalists, understanding the difference between $80 to $150 jeans and a premium brand like GoldSign."

The brand, which also retails at Drop Dead Gorgeous boutique in Auckland, is available in a men's size 28 to 38 and women's 24 to 32.

By Assia Benmedjdoub