Designer Carlos Diez speaks about the closure of Lois

Lois was the first brand ever in Europe to sell jeans. Symbolising a generation, the closure of the company poses many uncertainties in a market that copes with the crisis as best it can. The Spanish family company belonging to the Sáez Merino brothers went into liquidation two weeks ago due to its inability to pay debts. This marks the end of 46 years of history.

342 employees have lost their jobs at the Benaguacil (Valencia) and Daimiel (Ciudad Real) plants. According to Spanish media, the company "has accrued a debt of 99 million Euros over the past five years, according to what syndicates were told in a statement made by the company". And moreover, syndicates have confirmed that this debt has risen by over 14 million Euros this year.

One of the designers closely involved with the firm in recent times is Carlos Diez, who has worked with Lois on its latest collections. Diez: "I feel sad. The closure of Lois is the end of a period that was beneficial for both of us. A great brand has disappeared."

Ramón Fano, creative manager of Ipsum Planet, the agency that has been responsible for advertising Lois and the other three brands belonging to the group (Cimarron, Caroche and Caster), said the Lois collections were not to blame: "It is a well-known fact that jeans have to be modern, so manufacturers are on top of market trends. Lois also remained loyal to bell-bottom trousers. They invented them and made them fashionable".

Diez told FashionUnited that Lois was doing well: "My collaboration with Lois started very naturally. Collection after collection, we went on developing new projects and increasing our clientele. It was a happy marriage for both of us."

Neighter Diez nor Fano can explain what went wrong. The crisis has had a considerable adverse effect on fashion brands that have tried to keep afloat, sometimes in vain. Nevertheless, Diez showed a positive attitude: "I think that, in times of crisis, only new options arise." He also added, "I think that, despite the fact that everyone continues to work and struggle forward, which, for me, is a great feat, I am waiting for an aesthetic revolution to occur to put an end to this psychosis on the crisis and for banks to invest their money in young designers."

Lois has sold 20 percent more in its last sales period, which is a considerable benefit but not enough to save the company. The Lois brand might well be saved after all. Negotiations with a possible new owner are taking place this week.

Photo: Last show at Madrid Fashion Week of Carlos Diez in collaboration with Lois