Italian jeans brand Gas is now Gas Milano 1984. It is ready to start a new life under a new owner, a new management and a new name.

The challenge is to speed up as much as possible–from the internal reorganization to the implementation of processes. The historic values of the company will be rebuilt. Denim has always been important for Gas, and it will continue to be so. But if denim counted for 80 per cent of its offer, the aim is now to reposition and offer 60 per cent denim and 40 per cent fashion products in order to make the brand more lifestyle oriented.

The woman’s offer, which was not very strong, will be reinforced. The aim is to stay focused on the quality of the product, but along with that also on sustainability.

So the product will be based upon a select choice of fabrics, starting from denim made, for instance, with organic cotton and by choosing manufacturing companies that produce according to low consumption levels of water, no chemicals, and, for instance, use laser to treatments. Today Gas produces mostly in the Mediterranean basin and in the Far East but some product categories will be brought back to Italy. In terms of fabrics, for instance, Candiani Denim will be used.