Born in France, originating from Italy, Jimmy Taverniti launched in Europe the "American Vintage Style" in the 80's. "I love what is worn," says, Jimmy. The vintage inspiration drives him to create and to experiement new wash techniques as well as dyes processes. From the beginning Jimmy strongly believed that the modern relax sportswear look of vintage fashion would become a way of life. He was right. Jimmy is one of the first contemporary designers to achieve this worn chic look. All fabrics Jimmy uses are carefully studied in order to be specially tested. Silk, denim and leather are his favorites. Indigo dye, natural pigments, discoloration are some of the techniques favored in the Taverniti Collection. In 2004, Jimmy and his old friend Paul Guez joined forces to launch Taverniti So Jeans. This denim collection gives Jimmy the opportunity to expand his Vintage touch into pure Contemporary Jean line. Jimmy and Paul's team developed new wash treatments and fits, using premium denim as well as other fabrications from USA, Japan, and Europe. The style is Vintage Chic, worn out but elegant. Taverniti So Jeans is a powerful combination of sexy Italian fits, sophisticated French Fashion combined with the heritage of all American Vintage.