Liu Jo Better Denim

Liu Jo and denim is a love story which started with the launch of Bottom Up – revolutionary jeans whose secret to success is a unique, clear product concept: highlighting, not hiding; shaping, not removing. Denim’s personality has undergone plenty of changes over the years. An iconic product marks a new milestone today, inaugurating a green (r)evolution with the Liu Jo Better Denim capsule. A special selection of 13 denims that focus on sustainability, preserving the Liu Jo’s heritage in indigo canvas, creating a fascinating challenge: renewal, while remaining faithful to its distinctive traits. An unequivocal payoff, “Less impact, same style”, accompanies this message. The promise of a unique balance, combining the goal of reducing our environmental impact with the values that have always distinguished Liu Jo, glamour and femininity, in a single capsule.