INTERVIEW

GOING FOR GOLD

Trouser specialist Alberto from Mönchengladbach is even outdoing itself at the moment: to mark the company’s centenary celebrations this year, they have already launched several cooperations and innovations. And with its latest initiative, the label is not only paying tribute to its own rich company history, but also – quite literally – erecting a golden monument to itself, its fans and its innovative technologies.

TEXT DENIZ TROSDORFF

The trouser connoisseurs from Alberto have done it again: the brand, which is continually setting the bar higher for itself with innovative promotions and products, isn’t falling short of expectations with its latest idea either. To celebrate their 100th anniversary in 2022, Alberto is presenting various new product innovations and collaborations throughout the year that reflect the very essence of the brand. Driven by innovation, unconventional and always one step ahead – that doesn’t only apply to the products, but also to the company itself. And their latest coup underlines this attitude perfectly.

Who’s wearing the (gold) trousers here?

Gold for Alberto! Several years ago, furniture designer Jochem Reichenberg, a long-standing friend and partner of Alberto, created a ‘Golden Denim’ trouser sculpture for the brand. Providing the inspiration for the anniversary celebrations, this visual masterpiece not only symbolically marks the progress, attention to detail and new innovations that Alberto has achieved over the past century, but also stands for the present and the future. So what does that look like exactly? Fans and friends of Alberto can now find out virtually: at alberto-pants.com/goldendenim, you can admire the iconic gold jeans from all angles as a rotating 3D model and also participate in a fun AR photo campaign.

Captured for posterity

If you want to be part of the big Alberto birthday bash, all you have to do is select an unusual, funny, creative or spontaneous photo of yourself, activate the AR tool via QR code, position the gold jeans and take a snapshot. Simply add the hashtags #100YOP, #goldenpants and #albertopants and share it on Instagram. “We are inviting our customers, our partners and sales agencies and of course our own team to celebrate a little piece of trouser history with us. We can’t wait to see all of the cool posts!” Alberto’s Managing Director Marco Lanowy tells us.