They are all denim experts in their own right and cultivate their passion for modern retro jeans collections. And they do it basically on their own. In the next days we introduce you to some of our favorite one man and woman (!) denim shows. Today: Simona Testucci.
Simona Testucci
Photo: Simona Testucci
Simona Testucci
Taking the opposite path many often follow was a smart move: Peppino Peppino Denim is an unconventional, anti-fashion yet easy-to-wear premium jeans brand.

 

It originates from Peppino Peppino Magazine, an Instagram account focused on denim, vintage workwear and Japanese aesthetic founded in 2015 by Simona Testucci, a fond denim lover who has been working in the fashion business for almost 20 years covering all roles, from sales assistant to visual merchandiser, buyer and product manager.

 

After college, she also worked at AB Fits, a famous denim store in San Francisco, where she met its owner Howard Gee, her first mentor of the denim world. “I spent days in the store, touching, folding and selling denim pants. My blood has been blue since then as denim is a way of life, a philosophy and a white canvas where you can paint whatever you want. No other fabric has this power,” she says. Another of Testucci’s mentors and friends is Alessio Berto. “He’s an incredibly talented pattern maker, able to translate my ideas into perfect silhouettes.” Her first Peppino Peppino Denim capsule debuted at Pitti Uomo in January 2019. “I started it because I felt there was a void in the market,” she says, explaining that the denim market is saturated and too many brands are offering exactly the same looks, fits and washes especially in the women’s market, no matter if it is a premium denim brand or a vertical business. “However, I do believe there is still so much to explore especially when it comes to shapes and fits.”

Peppino Peppino look
Photo: Liselore Chevalier
Peppino Peppino look
The brand only uses fabrics by Candiani, Berto and Isko, and is entirely made in Italy. “I am not interested in easy margins. I want to offer timeless high-quality products that last for long and get better every day.” Producing in Italy also helps her avoid problems with minimum quantity orders. Peppino Peppino is distributed through selected stores in Italy, the UK and Germany, and soon also in the US and Japan. “No matter how good or innovative your product is, building a brand takes money, time and a good dose of luck. And it also needs a lot of patience, but, as we say in Italy, ‘Rome was not built in one day,’” she says.


Editor's note: This article runs in our current "Denim Sourcing Issue", #292. Please also check out the e-paper version for more information.



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