When Rubello's latest collection was presented at the most recent Pitti Immagine show in Florence, the big news wasn't just color-but a genuine explosion of color.

Founded in Summer 2005, Rubello came about almost by accident-the result of a dare between a young designer and an experienced fashion manufacturer whose interest in his work had begun to fade. In only a few seasons, Rubello jeans and trousers have become synonymous with exceptional fit and perfect detailing. Rubello's distinctive characteristics speak to those who are confident in their personal style, who want a bold look without vulgarity. Make way, then, for Rubello's meticulous attention to the hidden detail: reinforced stitching, belt loops placed behind the waistband, our use of natural dyes, and much more. The result is a product that is more than sixty percent handmade.

Wearing Rubello should be both comfortable and pleasing to the eye-and therein lies the essence of the challenge that our young designer faced. Today, there's every reason to declare victory. Rubello's natural comfort is born in fabrics of the very latest generation: they hug your form even as they leave you all the freedom you need to move, they absorb sunlight and reflect colors more brilliantly than ever. It's obvious from a distance that someone is wearing Rubello. But it's only up close that one notices the three-needle stitching, our logo woven onto the double-bottom of the fifth pocket, the silver-plated buttons, our signature rear-pocket embroidery.

Jeans and trousers, of course. We didn't invent anything new. We just made everything perfect.