Category
Lifestyle
Assisted Choices
Trend cluster
Category
Denim
Sustainability
Emerging brands in the fashion industry prioritize sustainable denim.
2.9
Trend score
Trend
What is the Denim Sustainability trend?
Denim Sustainability: Emerging brands in the denim industry are taking on eco-conscious production and materials. With this fashion staple unlikely to diminish in popularity, its move into sustainability reveals how even the most traditional industries can better focus on environmental consciousness.
Insight
The consumer insight behind the Denim Sustainability trend
The world continues to face the adverse effects of climate change, and this is becoming increasingly present in the consciousness of consumers. Consumers who make purchases for short-term use may experience eco-related guilt regarding their consumption habits. As a result, habits are changing and many consumers can alleviate negative feelings by buying products from eco-conscious brands.
Trend themes
Themes within the Denim Sustainability trend
Three behaviours holding the trend together01
Eco-Friendly Practices
Emerging brands in the denim industry are taking on eco-conscious production and materials, reducing the usage of salt, toxic chemicals, and water while using recycled materials; it creates opportunities for businesses to innovate their supply chain processes by upcycling and reducing the usage of chemicals and water.
02
Sustainability
With the world facing adverse effects of climate change, many consumers feel eco-related guilt, which is resulting in buying products from eco-conscious brands; this trend offers an opportunity for businesses to increase sales by creating sustainable and environmentally friendly products.
03
Innovative Materials
The denim industry is innovating to create sustainable denim using by-products of the food industry, hemp, and organic cotton; this trend offers opportunities for businesses to explore the use of alternative materials that are more eco-friendly and sustainable.
Industry implications
What the Denim Sustainability trend means for industry
Where the trend changes the playbookFor
Fashion Industry
The fashion industry is transitioning towards eco-friendly practices and sustainability to address the adverse effects of climate change and meet the consumers' growing demand for eco-friendly products.
For
Textile Industry
With innovative and sustainable materials and processes, the textile industry has an opportunity to reduce its carbon footprint while maintaining a low-impact production chain.
For
Food Industry
The food industry by-products are being used to create innovative and sustainable products; this trend highlights the opportunity for businesses to explore the use of by-products to create sustainable products while tapping into new markets.
Workshop question
How could your brand revamp its product/service to prioritize sustainability?
Trend signals
Trend signals for Denim Sustainability
Trend score 2.9 out of 10, from popularity 44%, activity 36%, freshness 8%.
Popularity44%
Activity36%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Denim Sustainability trend
4 featured examples from Jan 17, 2018 to Jul 22, 2019CategoryEco
Eco-Conscious Hemp Denim
a n a r a's Denim Silhouette is Comfy, Stylish, & Incredibly Versatile
With the rising demand for sustainable fashion, the fashion industry has the opportunity to shift towards eco-friendly production methods, such as the use of hemp denim.
CategoryEco
Sustainable Denim Jeans
The G-Star Elwood RFTPi Style is Made with Low Water and Organic Cotton
Efforts like the G-Star Elwood RFTPi denim demonstrate that fashion industry leaders should prioritize sustainable and ethical production methods.
CategoryEco
Shrimp Shell-Dyed Denim
Madewell's Eco Collection Uses Less Water & Food Industry By-Products
Disruptive innovation opportunity: Incorporate sustainability practices and eco-friendly materials into fashion brands and manufacturing processes.
CategoryEco
Premium Eco Denim
FEEL's 'Genuine Jean' Sustainably Reimagines a Classic Style
Disruptive innovation opportunity: Integrate sustainable practices into the entire supply chain of the fashion and apparel industry, from material sourcing to manufacturing and di…
