Denim is in the spotlight again with consumers opting for original raw and authentic fabrics. Denim fabrics produced in a sustainable and transparent way are in demand with brands including J Brand adopting the direct-to-consumer business model to meet changing demands.

New initiatives way forward

As per a Women’s Wear Daily report, Italian brands are reenergizing the denim sector with new initiatives. Distributor of the 3x1 brand, In Style has collaborated with Italian dyer Officina+39 to expand its denim shades. The company uses eco-friendly pigments derived from discarded denim pieces to dye its denims. In 2011, Instyle repurposed 3X1’s signature look by adopting Candiani fabrics and availing Elleti’s laundry services.

Brand Blue of a Kind takes a more sweeping approach. Launched by denim veteran Fabrizio Consoli, the brand considers denim as one of the most versatile and democratic pieces of clothing. Its versatility and ability to transcend trends enables brands to deliver new styles at affordable rates, says Consoli. They also help brands to include denim as part of their commercial collections, he adds.

Tapping the value denim segment

Taking a serious note of sustainability, Blue of a Kind collects vintage denim pieces and unsold stock and gives them a contemporary look and fit. The brand seeks new solutions to convert existing goods into new ones by forming a community of like-minded people, says Consoli. Currently selling denims at high-end price point, Blue of a Kind aims to soon tap into value-driven consumers.

Cristiano Caucci, Brand Manager, Tela Genova, a denim brand operated by FG1936 apparel company doesn’t see any new denim trend emerging. The label reinterprets original selvedge denim cloth from Genoa for a raw aesthetic. With denims becoming a lifestyle product, it’s time for brands to experiment with new styles, adds Consoli.