On 8 April, Shaft Jeans, the premium denim brand made in Italy, opens its first single-brand store in Forte dei Marmi, in the pedestrian area leading to the Fortino, symbol of the Tuscan tourist resort. Founded by a French artisan in 1964 in Montpellier, Shaft Jeans arrived in Italy in 1968 where Monsieur Shafir met Francesca Bacci who began producing and marketing the brand through her company, Manifatture Twins. In 2004, Manifatture Twins took over Shaft which became, to all intents and purposes, a Made in Italy product and brand.
Shaft Jeans, which is characterized by its continuous stylistic research, its embroidery, and its vintage allure, closed 2022 with a turnover of 3 million euros, an increase of 102% compared to the previous year, and expects to reach 3.5 million in 2023. The design of the Forte dei Marmi shop was conceived and created by Letizia and Lorenzo Palchetti Tosi, Francesca Bacci’s children, together with architect Fiammetta Conforti of the Bernardo Tori Associati studio. The inspiration was the artistic movement of the psychedelic counterculture, as can be seen in the palette and furnishings of the interiors, which fully embody the style of the late 1960s in which the brand was born, while the exterior features a double window with a boiserie effect reminiscent of France.
After Forte dei Marmi, the brand is aiming at premium winter resorts, with Cortina being hypothesized, or right across the Atlantic, with Los Angeles or New York in mind. The company has always had sustainability at heart and during its production processes pays particular attention to the consumption of water and electricity, and its models in certified organic denim, now continuously introduced into production, are totally eco-friendly.