After sixty years of history and tradition in the world of denim, we at Shaft are rewriting the rules of fashion and comfort with a project destined to change the industry: Pixel by Shaft.
A revolutionary product that combines the timeless aesthetics of jeans with the most advanced digital printing technology.
Our slogan speaks for itself: "A denim that is not a denim". Thanks to an innovative digital printing technique, any material can be made to look like denim while retaining the advantages of a fleece fabric: soft, elastic and extraordinarily comfortable.
Jeans that adapt to the needs of those who want to dress stylishly without sacrificing freedom of movement.
The first icon of this revolution is the Pixel Maxime, a garment that faithfully reproduces the details of our classic jeans, stitching, pockets and washes, but does so with surprising lightness.
The result? Trousers with authentic appeal that can be worn at any time of day, even in situations that call for absolute comfort.
Pixel by Shaft is not just a garment, but a manifesto of innovation. The trousers are made using a precision photographic printing method, which allows for a flawless cut and an unprecedented visual effect. Every detail typical of denim, from the stitching to the pockets, is reproduced with digital fidelity, transforming a sweatshirt into a pair of jeans in every sense.
With Pixel by Shaft, we are preparing to redefine the boundaries between fashion and technology, combining heritage and experimentation. It is a decisive step towards the future, demonstrating how the tradition of denim can enjoy a new season in the name of modernity.
Con Pixel by Shaft, ci apprestiamo a ridefinire i confini tra moda e tecnologia, coniugando tradizione e sperimentazione. È un passo decisivo verso il futuro, che dimostra come la tradizione del denim possa godere di una nuova stagione all'insegna della modernità.
During the event, spectators receive an exclusive clutch bag made of digital fabric, inside which we place a postcard describing the origins and values of the project. A QR code printed on the clutch bag leads to our official website, allowing visitors to explore the Pixel by Shaft universe in an interactive and immersive way.
On 25 and 26 September 2025, during Milan Fashion Week, we will bring our most revolutionary project to the beating heart of international fashion. In Via Tortona, one of the city's most vibrant districts, a fully customised Pixel by Shaft truck will capture the attention and curiosity of passers-by, transforming itself into a true experiential hub.
Inside the truck, guests can preview our Pixel by Shaft garments, experience innovation first-hand and get a close-up look at the philosophy behind "the denim that is not a denim".
Every visitor has the opportunity to digitally try on a pair of Pixel trousers: a photo taken on the spot, processed in real time, transforms the look and is delivered in printed form and cartoonized. An original and personal souvenir to take home with you, capturing the essence of this revolution.
