Shaft Jeans has launched the Shaft Pixel, a revolutionary product that combines digital printing with sustainable practices to redefine denim customization.

Shaft Jeans has unveiled an innovative new product called the Shaft Pixel, introducing a futuristic approach to denim customization and production. The jeans, characterized by a unique design achieved through a 100% Made in Italy digital printing process, are engineered to replicate the texture and appearance of worn denim. This advancement facilitates a digitally placed print that eliminates the need for physical treatment of the garment post-production, thereby conserving raw materials, water, and chemicals. The technology also optimizes production times, which contributes to a reduction in textile waste.

Founded in 1964 by designer Monsieur Shafir, Shaft Jeans has undergone significant evolution since being taken over by Francesca Bacci and her children, Letizia and Lorenzo Palchetti Tosi, in 2004. Under their stewardship, the brand has retained its core identity while modernizing its offerings to align with contemporary consumer preferences. The Shaft Pixel jeans, a notable outcome of this innovation, officially debuted during a guerrilla marketing event in Milan on February 28. The promotional strategy featured a model parading in the new jeans on stilts at prominent locations including via Tortona, Corso Magenta, and the Brera and Duomo areas, attracting significant attention from passersby.

The initial launch of the Shaft Pixel jeans includes a wide-leg trouser fit created from a special fabric blend comprising 63% organic cotton, 34% polyester, and 3% elastane. Currently, these jeans are available for purchase on the Shaft Jeans website at a retail price of €437. The company has plans to expand the product line, offering custom-made and made-to-order options that will soon be accessible in physical retail stores.

Source: Noah Wire Services