This marketing initiative has been one for the most interesting development I have done til this day, having the freedom to experiment with new denim technology as a designer is truly exciting. Turbotech as it became known as, was designed to wear and tear as you wear the product in your daily life, and in this way "create your own wash." Creative Director Benjamin Taverniti was the first to experiment with the fabric, cutting one sample for himself and wearing it for 60 days as an experiment, I was able to document the process and share that with our customers with the trim package. We also created three to four "formulas" on how to achieve a unique wash using ocean water and sand. I believe this collaboration with Isko, which originally had released this product in Europe with Diesel (Turbodenim) was a great success in the US denim market, catapulting HUDSON into the Top level of the American denim industry.
