cycle denim

We got an exclusive interview with the denim brand Cycle. Cycle is a 100% made in Italy brand using Japanese denim and the quality and style of their jeans is amazing! It was founded in 2000, originating from the dreams of a bunch of friends, with the principle of creating a jeans brand which was based solely on shapes, fabric, finishes and washes. After years of researching washes, cuts, sourcing the best Japanese denim and Italian laundries they received finance from Italservices (owners of MET Jeans, Fake London, Heavy Project Jeans) and in the past year alone sales have more than doubled and distribution has gone from Italy alone to: North America, Russia, Japan, England, France and The Netherlands with other countries such as Sweden and Brazil signing up for SS2011 collection. Mirco Rota, the commercial director and ex head of worldwide for DSquared and prior to that Diesel is behind the brand. You can see the women’s Look Book here and the men’s Look Book here.

DB: How did you come up with the name Cycle?

Through our passion for denim we ended up meeting a bunch of other young like-minded people with the same ambitions, dreams and ideas about denim. We were all passionate that you could recreate, or recycle the past where the concept of vintage fit into our lifestyle and so Cycle came from the idea of recycling the past for today.

DB: What inspired you the most when creating the brand?

Our idea to “recycle” , was what inspired us. We wanted to take what was great about the vintage era of denim but give it a contemporary feel by concentrating on the fit and the materials. We thought that was cool and it’s what still drives us today.

DB: What has been your favourite memory/experience since Cycle was founded?

Without a doubt working with people who are as passionate about denim as Elena and I is a wonderful experience and one of our best memories so far had to be seeing the fruit of our passion when our very first collection was invited to show at Pitti.

DB: Do you have a favourite cut you have designed?

Actually every cut we’ve designed has a part of us…

DB: What Cycle cut has been the most popular overall for both men and women?

The skinny five pocket women’s and the perfect five pocket men’s jeans in a straight leg. These two styles are a “must” for Cycle. Each season we present it again and again but with a slight twist in the detail. We also always have the sweatshirt with fur in the hood which has been a mainstay since we started out.

DB: What inspires you when designing a jean or creating a wash?

When we create a wash or design the only things at the forefront of our minds are fit, comfort and wash followed by comfort, fit and wash!.

DB: How many pairs of jeans do you own?

We’ve been buying vintage jeans for over 25 years since our early teens and if we’re honest we’ve lost count how many pairs we own…

DB: What is your latest collection about?

The men’s and women’s SS11 are two distinct collections, inspired by young Americans releasing their creativity which allows them to create a personal and characteristic style which expresses their personality. There are four themes in the collection: Military, Native, Free Time and Cocktail.

DB: Are there any new trends coming out next season that we should be keeping an eye out for?

Silk t-shirts and colour!

DB: What is the best feature of Cycle jeans (fit, wash, pockets etc)?

I’m not sure there is just one feature which can summarise Cycle…it really is a combination of fit and wash which is what fans of the brand know they will get when they buy a pair.

DB: We all love denim, but what is it that makes denim so important to you?

I love vintage so for me the cut and details are particularly important.

DB: What are your denim predictions for next season?

A skinny five pockets jean with high waistline, and the chinos. Also a black-faded denim that reminds you of rolling around in mud…

DB: Do you have a favourite piece from your new SS11 collection?

I adore the fringed jacket and the denim jacket is a must for me.

DB: Can you tell us a bit more about your brand for the readers who are new to the brand?

Cycle’s style combines a sartorial feel and street wear and it was not until we were completely happy with our denim garments that the brand grew to include a total look. “Be sure wear pure” is our motto that represents the brand’s philosophy: “Be sure…” stresses the passion with which each item is created and is a founding principle which means nothing leaves our design room unless we are 100% sure it is suitable for both us and our customers to wear and therefore our fans can be sure of the garment they are buying; “…wear pure” refers to the natural materials from which the garments are made, with the best fabrics, details, finish and so on but also taking into account our impact on the environment. That is why buying a Cycle garment means buying a product made with passion, clean and never excessive and one which you can wear year after year and still look and feel great.

DB: What makes Cycle so different from the others out there?

Almost all the outstanding denim products are made with the best Japanese fabric, while the finish is carried out by the best Italian companies. In this sense Cycle epitomises the cult of jeans, sticking to a belief that knowledge of materials is essential to making a good product, and this means choosing very carefully suppliers and technologies. The brand offers a more comprehensive, clean and refined style which expertly mixes sartorial elements and styles suitable for both day and evening wear. They have the typical 100% made-in-Italy style and quality while ongoing research is aimed at increasing attention to detail with as little environmental impact as possible which is what I think makes the Cycle collections unique.

DB: Lastly is there anything else you would like to add that we haven’t asked you?

Erm…What are you waiting for?? Be sure Wear pure”!!