WAXMAN BROTHERS INTERVIEW

MAGAZINE January 14th, 2021

WAXMAN BROTHERS INTERVIEW

Tell us about your path and how your reality was born

"The Waxman Brothers project was born in Paris in 2015 by me and a friend. The passion for fashion and the desire to get involved created the spark that gave way to the first shirts made with the Wax fabric. Street-shaped shirts made with a fabric of ethnic origins. A contamination born from the inspiration of other contaminations that we have experienced in our time in various sectors, especially in music. And the music and the artists were our calling card. Several testimonials became passionate about our shirts: Jovanotti, Salmo, Ghali, Hell Raton, Joan Thiele, Yellow Stripes were some of our supporters who allowed us to be recognizable and to grow."

How do you carry on the tradition while keeping up with the times?

"Tradition itself is avant-garde. Here too the concept of contamination in which we strongly believe returns. Knowing the tradition, appreciating it and respecting it allows you to look at the present and the future with confidence while maintaining your own identity."

What are your iconic pieces that characterize your brand and how were they born?

"Our iconic pieces are shirts and patterns. Each fantasy is made by us, original and unique. They change with the passing of the collections but maintain a very precise identity of what our universe is."

What are the craft techniques that are part of your heritage and do you still use today?

"More than techniques are the people behind each garment. From the stylist to the pattern maker who spend hours to find the right fit for each product."

The plans for the future and what strategies are you developing to overcome this moment

"The projects are different and on different levels. On a commercial level we are trying to increase our b2b penetration in order to allow our customers to have a point of reference in every city. Despite the historical period, we are slowly achieving our objectives, having opened the Japanese market for about a year as far as abroad is concerned and, in Italy, we have entered a pillar like Rinascente. At a strategic brand level, on the other hand, we are investing in creating an identity that goes beyond just products. We are investing in our values by trying to create content for our audience. We have opened a new space in Parma called LE CLUB with the aim of creating a meeting point in which to make our passions known, share ideas and opinions with our customers (and not only), give the opportunity to anyone who has something to say about being able to express oneself (we host new brands, exhibitions, talks, DJ sets, etc. ..)."

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