Tonello is the international benchmark for the garment-processing industry developing innovative equipment for the apparel industry. Next to collaborating with brands, they also work closely with artists as Ian Berry. Currently, Ian Berry is exhibiting in the birth home of Levi Strauss in Bavaria (more about it here) but kicked-off also The Secret Garden in San Francisco with Tonello.

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The Secret Garden

The Secret Garden was the first project between Tonello and Ian Berry in 2017 (read more about it here). This installation was exhibited in New York at the Children’s Museum of the Art’s. Now, this installation arrived at the Flower Mart in San Francisco. Another fantastic location that will host the work in denim permanently.

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Each Piece Cut From Jeans And Denim

A hanging trellis with flowers, leaves, vines, wisteria, and chrysanthemums welcomes visitors, but it is no ordinary flora but a dense structure that blooms in blue, indigo blue. Each piece is cut from jeans and denim. The denim from this piece was sourced from the last denim mill in the United States, Cone Denim’s, White Oak in Greensboro, North Carolina.

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Innovative And Responsible Technologies

Tonello has created The Secret Denim Garden using only innovative and responsible technologies. For this project, they used Laser Blaze and The All-In-One System, pillars of Tonello Laundry (R)Evolution, the sophisticated fruit of a radically new conception in garment finishing processes.

A 100% sustainable effect on leaves and flowers, thanks also to the ECOfree2 technology – part of The All-In-One System – that through the use of ozone in water and ozone in the air, reproduces an extremely natural bleach effect on denim, all in a completely responsible way.

With the installation for the new San Francisco Flower Mart, Tonello helped was (with ozone) dozens upon dozens of yards of the Cone denim and laser cut the vines to make the Trellis. Ian traveled to Italy to work with the specialist team in the region also famed for its denim industry.

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About The Collaboration

Alice Tonello, head of Tonello marketing and R&D about the collaboration;

“Having the opportunity to work with Ian Berry is always amazing. We are using denim in a different and inspiring way, and it’s something that in the industry usually doesn’t happen.

When he asked us about this new project, we were so happy and so proud to be part of it. The installation in the San Francisco Flower Mart is an example of how collaborations and friendships can lead to unexpected and surprising results as well as portraying a message in a beautiful way.”

Read more about Alice Tonello here.

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Pictures by Lawrence Anderson

Collaboration Video

In the video here below both Alice as Ian speaks about this collaboration project;


San Francisco Flower Mart
Kilroy Innovation Center (temporary location)
660 3rd St, San Francisco, CA 94107, United States &

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Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.