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Denim brands gear up to survive upcoming environmental storm

"Brands introduced a bunch of initiatives for ensuring sustainability in denim manufacturing, these drove up the cost of the garment. So the real challenge before Morrision was to offer customers a more sustainable solution at much closer price value proposition. He believes, though people are interested in being carbon neutral to a certain extent, they are not willing to pay more for it. Fortunately, today there are enough brands offering sustainable denims at affordable rates."

 

Denim brands gear up to survive upcoming environmentScott Morrison, Founder and President of American denim brand 3X1 views jeans as one of the dirtiest garments produced by the fashion industry. The designer, who has been at the forefront of the high-end denim movement in America since its inception at the end of 20th century, owns three denim brands: Paper Denim & Cloth launched in 1999, Earnest Sewn launched in 2004, and 3x1 that was launched in 2011. 

Paper Denim & Cloth was started in Italy-the country which has been a major source of inspiration for Morrison. Inspired by the Italian denim brand Diesel, Paper Denim & Cloth explores denim’s recent history to understand its evolution and create future strategies for its growth. On the other hand, Tonello focuses on more eco-friendly processes like waterless washing and laser distressing.

Italian brands focus on technology and innovationDenim brands gear up to survive upcoming environmental storm

One major reason why Morrison started his denim journey in Italy was unlike traditional capitalist businesses, Italian brands take a long term perspective on teeing up the future. Also, these brands focus more on technology and innovation. For example Tonello manufactures incredible machines and technology for waterless washing. The company has also been involved in the creation of lasers for garment processing for denim for the last 12 to 14 years.

Sustainability at an affordable price

Though his brands introduced a bunch of initiatives for ensuring sustainability in denim manufacturing, these drove up the cost of the garment. So the real challenge before Morrision was to offer customers a more sustainable solution at much closer price value proposition. He believes, though people are interested in being carbon neutral to a certain extent, they are not willing to pay more for it. Fortunately, today there are enough brands offering sustainable denims at affordable rates. 

Hence, Morrison is optimistic about the future of the denim industry. His recent documentary series Common Thread, explores how the most democratic of garments can survive the coming environmental storm. This project, inspired by Morrison’s passion for denim, focuses on three major denim players of the luxury denim industry: fashion brand Diesel, denim manufacturer Candiani, and garment finishing company Tonello. He looks at how these multi-generational businesses take a longview approach to both financial and environmental sustainability, and how that view stands in stark contrast to the race-to-the-bottom influence of fast fashion.

 

 
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