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Having patented his leather printing technique, he earned commissions from other fashion houses including Hermes and Pierre Cardin. He opened his first boutique in 1972. His career entered an exciting new phase in the late eighties when he applied artistic techniques to denim.

Implementing new techniques and effects, including Lycra, Cavalli invented stretch jeans in 1995. These innovations exploded in popularity and have diversified the denim market dramatically since. Confirming his status as a pioneer in the denim world, Roberto Cavalli launched Cavalli Jeans (later renamed Just Cavalli) in 2000.