URBANIA
The Denim Valley
It does not amount to the numbers of the Silicon Valley, but it does represent the top craftsmen of Le Marche.
Over the years, this region has become the third industrial zone of Italy, whose capitalism has been described as “sweet,” because it has not spoiled the land in spite of its development.
The Valley of Jeans, developed in the 1960s, saw its boom in the bubbly years of the ’80s, to the degree that it represents 70% of the area’s production.
Its headquarters is located in the green valley of the river Aso, in the province of Pesaro-Urbino.
Like many Italian manufacturing areas, it took a beating in the early years of globalization when much production was relocated to Eastern Europe and North Africa. The reason lies in the fact that such outsourcing involved the larger brands of “Made in Italy.”
Over the years, this region has become the third industrial zone of Italy, whose capitalism has been described as “sweet,” because it has not spoiled the land in spite of its development.
The Valley of Jeans, developed in the 1960s, saw its boom in the bubbly years of the ’80s, to the degree that it represents 70% of the area’s production.
Its headquarters is located in the green valley of the river Aso, in the province of Pesaro-Urbino.
Like many Italian manufacturing areas, it took a beating in the early years of globalization when much production was relocated to Eastern Europe and North Africa. The reason lies in the fact that such outsourcing involved the larger brands of “Made in Italy.”
But a recovery has taken place, all owing to Italian genius. Focusing on technological research, the quality of production, and styling brought the victory.
Now the Valley of Jeans continues to manufacture products for fashion, with its own brands like Incom of Urbania and as suppliers to the great designers, such as Cavalli, Ferrè, and Roccobarocco who are among the best known.
The Valley of Jeans is one of the many examples of a composite product, great for those who love made in Italy: an area rich in attractions (Urbino and Urbania, above all) and many products to taste: Carpegna ham, the truffles of Acqualagna, the extra virgin olive oil of Cartoceto and—why not—the jeans of the Val d’Aso!
Now the Valley of Jeans continues to manufacture products for fashion, with its own brands like Incom of Urbania and as suppliers to the great designers, such as Cavalli, Ferrè, and Roccobarocco who are among the best known.
The Valley of Jeans is one of the many examples of a composite product, great for those who love made in Italy: an area rich in attractions (Urbino and Urbania, above all) and many products to taste: Carpegna ham, the truffles of Acqualagna, the extra virgin olive oil of Cartoceto and—why not—the jeans of the Val d’Aso!
