Trend Publication

#1 BIG FUN

This trend for right now! There is a celebration taking place, against the odds society has advanced and adapted to live with the pandemic. Now, we picking up our party plans with an invigorated sense of celebration. A new energy drives us, seeking to take back the time we lost by invoking revenge spending, revenge travelling and especially revenge partying. Our physical senses tell us to never again underestimate the importance of physical connection. Reminding us of the ‘Let’s Get Physical’ from the hit era of the 80’s to make fun our new anthem. Make it physical… keep it physical.

– A ‘right now’ trend …

– Celebrating a certain normality, back to fun, very big fun

– A celebration in denim

– Skin and skinny fits, think hyper stretch fabrics ‘one size fits many’

– As fast as high rises rose up, the next generation will set them low again

– Sensual seduction through fabrics and body-conscious fits

– Party looks are smart but with a rebellious, sexy flair

– Sparkling effects, metallics, prints

– Embellishments

– Gender free, gender freedom, sexual freedom

– Imagine Denim Kamasutra

#2 GAME ON

We’ve lived through a surge of innovation and technology, now the virtual world surrounds us. Even though as humans we are physical fanatics when it comes to events and retail, it is crucial to dive into this world as it shapes future generations. The real world enters the game world, where consumers attend concerts (in the game), buy your own outfits (skins) where denim looks can rule and untapped with potential, it is where advertising hits the consumers, where zeros become rich heroes. Denim finds a new home here with plenty of space for denim experts to make their mark.

– Virtual reality meets gaming and denim

– A universe where professional gamers become millionaires

– An open book where pages are yet to be written by branded denim

– Comfort is key

– Knitted and knit-like denim

– Mellow thickness in fabric

– Bolt graphics, intensity through hero fonts & images

– 3D and AI in denim marketing

– Dobby constructions

– Denim with a license to virtually kill

– Beauty beyond nationality becomes a blend of east and west

#3 IN-FORMAL MUTANTS

An Urban fairy-tale. During the 1920’s prohibition, there was money to be made in illegal parties. A sense of business developed out of play and just like the clandestine parties featured in the hills and mansions of late, the pandemic has brought about a new era of business and party. The rise in big fun will see waistlines fall again and believe it or not, everywhere from dresses to jeans we will look to the 1920’s for cuts and inspiration. A demand for more sartorial dress codes is met with a new twist and rebellious interpretations on sartorial looks.

– An urban fairy tale

– Rebellious smart dressing

– Sartorial joggings

– Edgy shoulders and slouchy bottoms

– Indigo felt and terry towel

– Sharp softness

– 1920’s fun meets 2020’s styling

– The Great Gatsby reimagined in home-office

– Low waists, long upper bodies

– Booze and business

#4 RE-TURN

This theme is about the beauty of simple denim and knowing its quality from fiber to final product and the importance of greenwashing hatery. Blue denim is coming back in a big way, another reason, why our denim industry has to set the right standards. Many have taken innovative steps and introduced the cleanest way of making denim. A little less are green across most of their product range. And a few still seem to follow the concept of greenwashing, unfortunately. Let’s change this, let’s all improve together!

Is the denim market how we want it to be and do we support it? We wonder how cheap should denim go? We know denim can be affordable and yet democratic. Driven by style, know-how and quality and topped with innovation, we invest in extremely durable, timeless and sustainable denim.

– The Eden of denim and quality

– Quality from fiber to garment

– Lifetime denim, to fight ridiculous fast-fashion price points

– Denim liberation in gender neutrality

– Circularity

– Greenwashing hatery

– New eco fibers and fabric buying behaviors, like Coreva, V550 degradable spandex…

– Buyers follow and implement sustainable standards, defined by sustainability managers.

– Sustainability demands and standards are individually defined

– One fabric offers multiple solutions as it adapts to diverse demands

– Green and tech-innovation for a brighter future