Cheyenne tagged a whole generation of young Portuguese who did not go out without this brand of jeans. After a mismanagement that led to the bankruptcy of this prestigious national trade name. Last year was ressurected under the auspices of a new direction with a new image betting on two fronts: in vintage and innovation.
How do you innovate in a collection of Cheyenne?
Débora Sarmento: I am the creative in the clothes deparment of Cheyenne, is the section of which I am responsible. I just do not do jeans, I am responsible for creating the mesh, tricots, the t-shirts and jackets. I inovate using the latest materials, colors, and the new textile dyeing.
These new materials where they came from? Where do you start the search?
DS: The search begins at "primier vision," is a fair of Trends and from there I will also go looking for other influences and materials that can be inserted in the collections.
On average how many pieces you design for the summer collection of 2012?
DS: Two hundred models. I'll bet on a bib with stripes and patches in denim, which is one of the new trends. The perfectos for ladies, it is an aviator jacket and one of the strong images of this season and still dresses with large and small flowers. For man, I created parkas, sailor coats and a biker style with light nylons and fluorescent details. In tones in both collections I used green, mint ice cream and strawberry. Fresh. Still remains the color blocks, for example, indigo and strong electric blue. The more dusty shades such as rusts, pastels, purple and fuchsia.
What have you chose for the new season ahead?
DS: For the season autumn-winter 2012/13 we created as much for women as for men. Meshes are fabricated according to the color of trends, I chose in terms of tones the mustard, navy, purple and the orange color because it is a trade mark of Cheyenne. The meshes I chose include jerseys, viscose and a carbon fabric to give a more wintry air.
What is the new target audience for the brand in feminine terms?
DS: It's a modern woman, sophisticated, discreet, who likes to go out at night and be fashionable. Because is a brand of denim has a vintage spirit. In terms of age range we go from twenties to the forties. There are clothes for all occasions, we do not limit ourselves to a vision that involves only casual wear.
In masculine terms how is the concept reflected?
DS: The men's collection also reflects the themes that I discussed earlier, with many details on the shirts, including patchs, jointed different materials to contrast the wrists.
In this collection what is important?
DS: The vintage spirit. It is a wave that includes denim, with an urban entity. We bet on a comprehensive collection that can be used by many types of people whether day or night. It is Cheyenne, but goes further. Everything changed, then the bet on a change.
The winter collection has your look and a new management that beats again on the stores?
DS: Yes, the collections are on sale at the outlet and one of the biggest bet is the Sea shopping mall, only with the brand Cheyenne. Another that stands out is the online sale, but also we sell the collection to multi-brand stores.
And what's the reception of the general public to this new Cheyenne?
DS: People have not really noticed. Many people go to the store, because they remember the earlier trade mark, the jeans. The brand continues to have a good name and a very strong image.
The old brand exported, currently you have client abroad?
DS: Yes, we continued to sell to France, Spain and of course the domestic market.
