After the first part devoted to “Reality” and presented in April in Amsterdam, Tonello exhibits the panels dedicated to “Vision” in New York.

Once again, designers from all over the world have painted, stained, scrambled, and abused denim in every possible way, using it as a canvas to express themselves freely, mixing different languages and artistic tendencies: poor art and material, action painting, conceptualism…


The result is remarkably surprising and visitors to the New York Denim Days, scheduled between 30 September and 1 October, will have the opportunity to admire the project in its entirety, and to get to know the participants in this real contest intimately, the winner of which – already selected by a jury that included some of the most important denim makers in the world during the recent event of “Inspiring” – will be officially proclaimed during the event.

Let’s remember the designers who agreed to get involved: Grace Warland, Matias Sandoval, Serena Conti, Su Kim & Jon Rouleau, Mika Mitarai, Juan Manuel Gomez, Ilinca Trif, Stefan Vella, and Greta Giannini.

All of them have freely expressed their “feelings”. In the first part, they expressed essentials, sufferings, cathartic representations of the reality we live in – with ecological, mystical, dramatic, and apocalyptic tones. The second part is devoted to the vision of possible worlds, with their works, because in fact, they are, in all respects, artistic works. The designers wanted to “write” their hopes and fears on denim cloth, but also to weave dreams of a better future, made up of connections between people, a relaunching of deep and “human” values, as the only antidote to a reality that, every day, offers more and more disturbing prospects.

The works, of course, have been made of denim and have been realized by Tonello in real and unique pieces. The Jeans have been made using the full potential of Tonello technologies: from Laser Blaze to ECOfree 2, from Bohemia to NoStone®, from Ecospray Robot to Core.

With the Denim Gallery project, Tonello wanted to elevate Jeans as a leader able to interpret its time in a thousand directions. Art and fashion, painting and performance, design and craft have fused into fascinating, mysterious, and yet somehow “talking” items, because they are absolutely original, unrepeatable, contemporary.

It’s a date in New York, then, to discover this new artistic proposal desired by Tonello, less and less a maker of just “machines”, and more and more a reality where technology and creativity meet.