As GAS Jeans celebrates its 40th anniversary, the iconic Italian denim brand reflects on its rich heritage and looks to the future with determination. In a candid interview with FashionUnited, Rino Castiglione, CEO of GAS, shares insights into the milestones that have shaped the brand, the strategies behind its ambitious goals and the special initiatives planned to celebrate this special occasion. From the “Denim Archive” collection to sustainable collaborations and innovative retail concepts, Castiglione explains the vision of a brand that is constantly evolving and staying true to its Italian roots.
GAS Jeans celebrates 40 years in the fashion industry this month. What does this milestone mean for you personally and for the brand?
Rino Castiglione: Personally, it is both stimulating and exciting to be in charge of such an iconic brand like GAS. Not only because of the professional challenge, which I strongly believe in, but also because of the emotional bond that the brand evokes in me and many others. For the brand, celebrating 40 years is not only an important milestone, but also an opportunity to strengthen our position and plan a future full of innovation and energy.
What were some of the key challenges and turning points that shaped GAS into the global brand it is today?
Over the years, GAS has overcome many challenges and turning points that have helped strengthen our identity as a recognized brand. Our international expansion and a strong presence in MotoGP, among others, were crucial elements. In addition, the global economic crisis presented not only commercial challenges, but also an opportunity to demonstrate the value and resilience of the brand.
GAS has undergone a rebranding to appeal to a younger, more dynamic audience. What was the vision behind this, and how was it received?
In 2022, after the acquisition, one of our first goals was to renew the brand by adapting both the product and communication style, to reach a younger and more contemporary audience. At the same time, we did not want to alienate our loyal customer base. We open ourselves to new generations, while keeping the bestsellers that our older customers worldwide appreciate. This change has been positively received, as evidenced by the feedback on social media, the new website and the collections that combine our heritage with a contemporary aesthetic.
How has GAS managed to combine its Italian heritage with the need for innovation over the years?
Our relaunch strategy starts with the roots of GAS: quality, authenticity and research. We have found innovation in our roots and understand the importance of not letting go. This balance is updated through technological and digital support, so that our heritage remains interesting and relevant for today’s consumers.
The “Denim Archive” collection has been launched in honor of the anniversary. How does this collection honor the brand’s heritage while embracing modern design?
“Denim Archive” combines GAS’ expertise in the denim world with the quality of a product entirely made in Italy. The collection consists of archival pieces reinterpreted in a modern context, with iconic designs and authentic details that have defined denim for generations. It is designed to tell and celebrate the brand’s past, whilst offering excellent value for money for a conscious and demanding audience.
In addition to this collection, are there any special campaigns, activations or collaborations planned to involve customers and new target groups?
On November 7, we celebrated this important anniversary with an event at Superclub in Milan, where we shared this special moment with the GAS team and our community. It was an occasion full of commitment and shared joy. In addition, we plan future collaborations with well-known personalities and like-minded brands, with a special focus on the music world, which is closely aligned with our identity due to the shared values.
Sports and fashion are an integral part of GAS’s identity, especially through your long-standing partnership with MotoGP. How will you continue to combine these two worlds in future collaborations?
Sport has always been a fundamental part of GAS, both as a source of inspiration and in terms of collaborations. This year we launched GAS Sport, a platform for future sports projects, capsules and collaborations. The first project within GAS Sport is “GAS x Pramac”, in which we are a partner of the motorcycle company that supports Jorge Martin in his fight for the world title. In the future we want to explore other sports disciplines to further strengthen this connection, not only within motorsports.
What role do innovation and craftsmanship play in balancing tradition and contemporary fashion?
Technological innovation is crucial for the quality and efficiency of our products and processes. It plays a key role in the relaunch and growth of GAS, combining advanced management and development systems. Yet creativity remains a precise and careful process based on the study of our archives and current trends.
Can you tell us more about the strategy behind the target of 100 million euros in turnover by 2027, especially with a focus on Europe and the Far East?
International expansion is essential for the growth of the brand. We are currently focusing on Europe as well as the Middle East. Our joint venture with Reliance Brands in India is growing significantly, and we are considering expanding this partnership to Indonesia and Thailand. The target of EUR 100 million is ambitious, but we are continuously working towards it by adapting to market trends.
What trends and customer needs will determine the direction of your upcoming collections?
Denim remains the core of our brand DNA. Our collections include a timeless section with bestsellers, a heritage section with reinterpretations of archive pieces, and a contemporary section inspired by the latest fashion trends. Denim will always be central, as the distinguishing element of GAS.
What inspires you most about the future of GAS, and how do you see the brand growing further?
The future of GAS is full of potential. Our evolution, continuous innovation and drive to enter new markets are strong drivers. I am excited about how GAS will continue to grow and strengthen its position as a reference point in the denim industry. In addition, we are developing new retail concepts, which we will present during the Pitti Uomo fair in Florence in January, with a select number of strategic stores to further increase brand value.
