Gas Jeans is coming back

Gas Milano 1984 will be the name of the new incarnation of Gas Jeans, the Italian denimwear icon of the 1980s and 1990s that experienced its greatest success in the early 2000s. Entrepreneur Andrea Citterio, through the company Milano 1984, participated in by his investment holding company Duke and Fortunato Bordi's Bordin Holding and together with Alpha Square Invest, saved the company from bankruptcy the company that owns the brand, Grotto SpA, by acquiring the historic Chiuppano factory with all 140 employees, the company's real estate and the brand itself. Accessibility and versatility will be the guiding values of the brand's relaunch, which will have denim as its flagship product. 

Along with Diesel, Lee, Rifle and Carrera Jeans, Gas was part of that crown of Italian brands specializing in denim that existed and thrived before the explosion of globalized fast fashion. Precisely because of their widespread presence, spread throughout Italy and even Europe, these brands not only dressed several generations of Italians during their adolescence, but also represented one of the most important voices of democratic Made in Italy that, today, is such a valuable brand.

Two Guess veterans, Gregoria Carmagnino and Gianpaolo Camporese, have been brought in to lead the brand's creativity, who will become creative director and head of design, respectively, with the first collection to be unveiled in December. The new name is a reflection of a strategic ambition to reposition the brand in the fashion arena by strengthening the womanswear category, creating four collections a year with capsules and special drops, and doubling revenues over the next three years. The brand's archives are also expected to come back to life thanks to new digital strategies by Rino Castiglione, co-founder and CEO of Alpha Square Invest, which is a minority investor in the brand.