THE HISTORY


DENIM AN ICONIC BRAND

Dedicated to a dynamic, sporty man, a lover of life and all its pleasures, first of all sentimental, the scent of denim has always been recognizable for its decisive character, but at the same time, engaging and durable.

THE ORIGINS OF A MYTH

1976

The denim brand was born in Great Britain, in Fabergé laboratories

1978

Unilever launches the After shave Original in Italy

1981

For the first time on TV the famous denim commercial, one of the commercials that made the history of TV advertising of the eighties

THE DENIM RANGE GROWS


Over the years new fragrances and products have been added to the family. Thanks and this denim process becomes a leader in the After shave and deodorant market.

1982

Musk

1986

NEW FRAGRANCES

1990

Shower gel

1995

cult

1996

AFTER SHAVE BIPHASIC

1998

Silver

2000

RE-STYLING

2004

CONTER PURCHASES THE BRAND

2006

BLACK

2008

WHITE

2009

YOUNG

2012

GOLD

2014

WILD

2017

TRIBE

2018

PERFORMANCE

2022

AFTER SHAVE SENSITIVE AND ANTIRUGHE

THE STORY CONTINUES

CHAMPION DENIM

From the early 80s Denim began sponsorship in Formula 1 and reached a series of important milestones.

1982

ALBORETO GP LAS VEGAS

Michele Alboreto wins the Las Vegas GP

1983

WORLD WINNER

Denim sponsors Team Williams who wins the Formula 1 world championship

2006

TOYOTA F1 - TEAM AUDI

Sponsorship of Jarno Trulli of the Toyota F1 team and Dando Capello of the Audi team.

Denim

A LIVING MYTH

THE SPOTS THAT MADE IT A LEGEND