The 8th edition of Denim by PV, held between May 25-26, 2011, in Paris, Halle Freyssinet, has registered 2,353 visitors, +18% over June 2010 and +13% over the December 2010 session.

Visitors came from almost 50 countries. In addition to France, top-visiting countries were Italy, UK, Turkey, Germany and The Netherlands. Moreover, numbers of both French and Italian visitors have increased by 4% each. Also a significant presence was registered from visitors from Sweden, Denmark, Brazil and the United States.

The show hosted 83 exhibitors, an increase compared to the June 2010 edition that saw 70 companies participating. Part of the event was also a debate held on the first day of the show and bringing together about 200 industry insiders. The debate focusing on the "Future Vintage" theme analysed how the denim industry – while continuing to develop innovative and vintage-minded products – shall also consider environmentally friendly productive standards.

Hosted by John Mowbray, Editor-in-Chief of Ecotextile News, insiders such as Neil Bell (Levi's), Samy Bziou (Denim Authority), Alberto Candiani (TRC Candiani), François Girbaud, Adriano Goldschmied, Marco Lucietti (Isko), and Enrique Silla (Jeanologia) all exchanged their viewpoints and ideas. Water spoiling was one of the topics of the debate. “If we eliminate water, we eliminate the problem," explained Enrique Silla, whose company Jeanologia, along with François Girbaud, has discovered a new process G2, combining laser and ozone techniques, which was demonstrated at the show.

Another important topic was alternatives to cotton because it is a controversial issue for the jeanswear market, despite still considered indispensable. On the one side, this raw material requires huge quantities of water to be grown and it also is subject to enormous price fluctuations. For Adriano Goldschmied, recycling is one notion that should become more widespread: "15%of the denim used in making a pair of jeans is wasted. For this, we could educate consumers by creating recycling centers for used jeans."

A number of exhibitors echoed the Future Vintage theme (see also our previous reportage). Bossa also presented Blue Refuge, a special relaxing place devised together with Meidea Studio and ItacLab; Orta presented Orta Blue which has established a series of practice codes in order to save water and energy. Moreover, the initiative is involved in social actions with various NGOs.

The next edition of Denim by PV will be held at the same location November 30 and December1. Within the September edition of Premiere Vision (Sept. 20-22, 2011), denim will also be in the focus in the denim-focused section Atelier Denim.