by Maria Cristina Pavarini

The Brazilian giant denim manufacturer Vicunha presented its new spring/summer 2017 collection inside their Sao Paulo offices and showroom at the presence of about 2,500 people from 3 to 5 November 2015.

The three day event presented not only most innovative fabrics, treatments and colors of their new fabric collections but also informative speeches held by the company’s internal trend forecasters, and denim experts and insiders.

summer 2017 preview at denim manufacturer Vicunha
summer 2017 preview at denim manufacturer Vicunha


For this edition speaking guests were Piero Turk, jeans market expert and consultant for denim manufacturers and jeans brands, and Vasco Pizarro, owner of Pizarro, a Portuguese laundry, finisher and garment manufacturer. Both experts presented their vision about upcoming denim and jeans market trends.

Turk presented a selection of inspirations and trends in terms of new jeans fits, silhouettes, treatments, ageings and cool detailing for the upcoming season. He also focused his attention on the importance of supporting sustainable production standards and ethical work criteria aspects if the industry wants to survive and be socially fair.

summer 2017 preview at denim manufacturer Vicunha
summer 2017 preview at denim manufacturer Vicunha


Pizarro presented his enterprise founded by his father 33 years ago in Portugal, now employing 500 people. He explained some of his company’s newest achievements and some of their initiatives aimed at supporting young emerging talents.

Another speech was held by Maria Cristina Pavarini, senior features editor, Sportswear International. She explained which major changes the advent of internet has brought to the fashion industry, to fashion journalism and to the Sportswear International Global Media Brand. She also pointed out some key aspects related to the Brazilian consumers’ habits and their strong attraction to internet, social media and e-commerce.

Vicunha is a specialized denim weaver founded 75 years ago, though acting under their present name for the last 48 years. They employ 8,000 people in their six plants and produce 192 million meters per year. They expect to close 2015 registering about 500 million USD. In the last five years they registered a yearly average 10% sales growth. During the last ten years (from 2005 to 2015) they doubled their turnover accelerating their growth from 2010 ahead.

summer 2017 preview at denim manufacturer Vicunha
summer 2017 preview at denim manufacturer Vicunha


They are presently selling to 3,500 clients. Ninety percent of their sales come from Southern America, most from Brazil. The remaining ten percent come from Europe.
Among their future aims, they want to grow in Mexico, a market that has similar characteristics as the rest of Southern America, and Europe, a much different though more challenging and demanding market.