News from the Locarno Festival

Ticino Moda in Blue Jeans

VF Corporation


© VF Corporation / www.vfc.com


What do James Dean in Rebel Without a Cause (1955) and Tom Cruise in Risky Business (1983) have in common? That’s not an easy one. Answer? They are both wearing Lee Jeans, represeting a symbol of youth rebellion. It is matter of details, we agree, but they are the only thing that counts in the world of movies, aren’t they?

We could say the same thing about fashion world, and it is interesting to notice that Lee Jeans, Wrangler and many other brands, such as Timberland, Vans, Eastpak and Napapijri are all controlled by VF Corporation, a company which has recently decided to move part of its activities to Stabio, in the Canton of Ticino.

The American clothing corporation has in fact built a new building in the Ticinese town for installing its headquarters, which today hosts several hundreds of professionals coming from all over the world. The VF Corporation case represents a reason for pride to the eyes of Ticino Moda, the association which gathers the more important fashion societies in our Canton helping them to develop their businesses. And it is often mentioned to describe a perfect example of multiculturalism and dynamism of our economy, which is transforming our territory in a real “Fashion Valley”.

Mattia Bertoldi

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