Grandad’s Denim starting point was informed by Alicia Dingec critical research project. She explored the question ‘how and why brands should respond to the increased need for perceived authenticity?’. Authenticity was the central theme for her final project.

After a period of concept development and research, she decided to curate an event using real people’s photos in an exhibition format. From a young age, she was drawn to looking through family photo albums and fondly remember this forming beautiful emotions. This became the main influence for Grandad’s Denim – to create an exhibition event that echoed the sense of intimacy felt looking at family photos. This involved an element of nostalgia which can also be linked to authenticity, enhancing the concept’s depth.

Dingec’s grandad was the main inspiration for this concept. He was obsessed with Levi’s jeans
and wore many different styles over the years, from 70s high waisted flares to classic 501s. Her grandad’s love for denim helped her understand and appreciate the role it has played in many people’s lives. This transformed the event into a celebration of denim, honouring the iconic material. These ideas blossomed into Grandad’s Denim, resulting in a collection of nostalgia, authenticity and intention to share her childhood feeling of escaping in family photo albums.

Dingec collaborated with Glass Onion, a Sheffield vintage clothing shop, to bring her vision to life. Together they created a successful exhibition event with a sustainability focus that had an electric atmosphere from start to finish, with guests enjoying their cocktails from drink sponsor Shake Baby Shake.