In 2020, growing preference for comfortable and stretchy clothing hit the global denim industry hard compelling brands like G-Star Raw and True Religion to file for bankruptcy. However, the industry soon bounced back by adapting itself to new changes. It geared itself to offer comfortable, stylish and sustainable denim products, reports Fashion Capital.
Emerging denim trends
In contrast to the traditional black and blue, denims are now available in grey shades also. The Pantone Color Institute launched a new range of grey denims that offer a vintage look. Brands are also moving away from tight, constricting styles to loose, soft silhouette. Dior and Gucci launched wide-leg denim trousers, kimono jackets, trench coats, puff sleeve tops, workwear and practical multi-pocket separates in pale blue, white and grey colors.
One of the most popular denim trends is patchwork style made from recycled or deadstock materials. Marianne Gallagher McDonald, Creative Director, Citizens of Humanity, a US-based denim brand, expects this trend to become a common feature as the industry looks to reduce consumption of natural resources and create a more just and equitable world.
Rise of the ‘sustainable’ denim
Denim mills, suppliers and brands across the world are looking to outstep each other in sustainability game. For example, Pakistani-based denim mill, Artistic Milliners has launched a capsule collection called ‘Reflection’ made from eight new fabrics. The fabrics are made from a combination of Lenzing’s Tencel™ X Refibra™ Modal Indigo Color Technology and the company’s inbuilt S3 Yarn Technology.
Austria-based Lenzing has launched Tencel™ branded modal fiber with indigo color technology that incorporates indigo pigment directly into Tencel™ branded modal fibers. The pigment is incorporated using a one-step spun-dyeing process, and delivers superior color fastness using fewer resources. Lenzing promotes this technology in partnership with supply chain partners including Cone Denim”
To minimize waste and take the industry towards a circular model, denim players are also adhering to Making Fashion Circular-The Jeans Redesign guidelines. Over 60 leading brands, manufacturers, and fabric mills, including Boyish Jeans, Denim Expert and Cone Denim Mills are using these guidelines to launch sustainable jeans.
The guidelines encourage brands to use their denim products for a longer period, and recycle using natural chemicals and production processes. The guidelines have attracted reputed denim brands indicating the industry’s growing shift to sustainability.