İSKO, part of the Sanko Group, the international leader in denim fabric manufacturing, has introduced to the international press and buyers a new campaign illustrating the brand’s new strategies created to increase brand value.

The new ad, shot by fashion photographer Piero Gemelli, debuted during a recent, intense three-day presentation in Istanbul, the 2010 European Culture Capital.

“Jeans are the world’s most popular item of clothing. İSKO is the world’s largest denim producer, so İSKO’s are the most frequently worn fabrics on the planet!” said Marco Lucietti, İSKO’s Global Brand Manager.

That international vision has inspired İSKO’ s new branding strategy, including a logo restyling and concept highlighting denim’s universality as a language that transcends all frontiers of race, age, social condition and location.

“We’ve decided to launch a new, versatile and coherent branding strategy with the aim of remaining in line with the high end of the market. İSKO’s new logo and communications strategy will give a global emphasis to its status as a quality ingredient brand and the value of its diversified offer. This means the company can provide innovative solutions to consumers throughout the world,” said Lucietti.

More comprehensive and in-depth coverage can be found in Sportswear International’s next issue 232, appearing in July 2010.