Nearly 50 years ago, Adriano Goldschmied, a young and comparatively inexperienced denim guy, decided to launch his first premium blue jeans brand called Each day Blue.
His strategy was to take his latest creation, launched in 1974, and sell it within the northern Italian ski resort of Cortina d’Ampezzo, often known as one of the fashionable and expensive ski stations in Italy where jet-setters and celebrities frolicked.
Goldschmied, who had a small store on the town, was selling his jeans for the reminiscent of what today can be $1,000. The jeans were manufactured from quality denim and well-constructed.
The newly minted designer was unsure how his product would perform, but he knew he had a winner when French actress Brigitte Bardot spotted the...
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