Special event: discover the collection M.O.D.E. – Museum of Denim Elleti Group at Denim PV

Sharabati, Nearchimica and Elleti Group have teamed up for a special event that will take place on the Denim PV show from 5 to 6 June, in Milan. The M.O.D.E. –Museum of Denim Elleti Group will be presenting their complete collection of iconic garments, considered one of the most significant private denim collections in the world. Visitors will be able to discover these iconic chapters of the denim history in a dedicated area of the Superstudio Più, thanks to a special scenography curated by OPAA.

A unique event not to be missed

Elleti MODE exhibition

Inaugurated on June 21, 2019, M.O.D.E. is an exhibition of historical garments, dating from 1850 onwards and combining the group’s private collection with Martelli Lavorazioni Tessili’s ex-archive. In light of the exceptional state of preservation of the garments, their rarity and the quantity made available in a single space, M.O.D.E. qualifies as one of the most important private denim collections in the world.

It is home to some of the rarest and most precious denim garments in the world and holds about one hundred pieces that tell the story of a century featuring the iconic blue fabric. Collected over the years one by one, these pieces are part of an ensemble of legendary models. Among these we find 501XX, Levi’s Type 201, Type 333, the original 701 (the first model of women’s jeans), some 501s from WWII, the original Lee 101 Cowboy, about ten Boss of the Road, a few Stronghold and several other models by historical brands no longer present on the market.

As well as representing a reference point for the whole industry, M.O.D.E. is a personal tribute by Elleti Group’s CEO Luigi Lovato to the previous generations whose pioneering spirit, creativity, and drive to seek new, innovative solutions started denim’s timeless adventure.

The partners of the exhibition


Advocate of an approach that combines tradition, creativity, and innovation, for over 30 years, Elleti Group has defined standards of absolute excellence for the denim industry. Born in the 80s in San Bonifacio, near Verona, the company developed in a one-of-a-kind context, a hotbed of ideas that led to the defining and establishing of new professions and skills in the field of denim treatment and garment personalisation. Led by Luigi Lovato, right from the start, the company established itself on the denim scene thanks to an ambitious and pioneering investment in new solutions. The following ten years mark an important growth which led to the internationalisation of both brand and production.

After the implementation of a new department for garment dyeing, Elleti Group was ready to welcome the ever-increasing international demand, equipping itself with the first laundry in Tunisia, a country logistically central in the Mediterranean area and, as a result, ideal for the development of a complete textile supply chain. This successful story continues to unfold in the 2000s, a decade that marks the opening of the market for garment-making thanks to two new structures in Romania, and peaks with the acquisition of Martelli Lavorazioni Tessili.

Today, Elleti Group stands firm in the market as a result of a complete offer that preserves the company’s artisanal vocation, enriched through a constant process of responsible innovation, catering for a variety of necessities while guaranteeing the utmost qualitative standards.

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“Not only do these garments tell us their story,” said Luigi Lovato, “but they also give us an insight into the ambitious vision of their makers. These jeans are the true testimony of the extraordinary evolution of this world where Elleti Group belongs.”

Luigi Lovato, CEO of Elleti Group


Based in Egypt but with a global outlook, Sharabati manufactures and supplies quality denim and flat fabric for their partners around the world. In addition to seasonal collections, their output includes their own luxury denim range and artisan selvedge fabrics. Their respect for the world around them is reflected in the quality of their sustainable products.


“Sharabati is proud to be part of the history of denim and we are looking forward to participating in this unique historic event.”

Sharabati Denim


Nearchimica is a family-owned company based in Italy, near Milan. The company is specialised in the formulation and production of chemical auxiliaries for the textile sector, providing solutions that cover the entire process, from the yarn to the finished garment. Their concern for the environment and future generations is at the heart of everything they do. They recognize the importance of balancing immediate needs with long-term consequences, ensuring responsible development.


“Denim development is a collective commitment, like a puzzle, where each of us contributes to adding value. We are honored to be part of this exceptional event and we are looking forward to participating”.

Roberto Camera Magni, CEO of Nearchimica
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