The denim segment is increasingly polarized, with high-end fashion brands giving the category renewed impulse and fast-fashion giants following suit, investing heavily in innovation on both ends of the spectrum — leaving the mid-market floundering.
Denim Première Vision has found its sweet spot in offering a good representation of the top-of-the-pyramid producers that supply high-end fashion brands, which represent 20 percent of the overall denim market.“I see two different clusters dominating the market.
“It’s a complex scenario, but I feel there is a lot of interest in innovation,” said Italy-based Officina39 managing director Andrea Venier. “The real issue is market volatility, it’s hard to make plans even two months in advance.”“We have a versatile offering to collaborate with fast-fashion and luxury players alike,” Venier said.
“It has been a challenging time for everyone in the industry,” echoed Fatih Konukoğlu, Isko’s chief executive officer. “We have been busy over the last few years investing in new technologies, expanding our sustainable processes, growing our teams with experienced talent from across the globe and most importantly, listening to our customers and focusing on their needs.
At Isko, the CtrlZ collection was made with no virgin raw materials, blending 70 to 80 percent of pre-consumer, post-industrial cotton and 20 to 25 percent regenerated cellulosic fibers, while at fellow Turkish mill Maritas, the Rejuvenate range comprised denim made of regenerated cotton currently coming from global suppliers, especially based in Brazil.
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