STEPHANIE LAWSON

(23) BRAND FOUNDER, ZODIAC ACTIVE; DESIGNER, CONSULTANT AND EDUCATOR, LAWS ON DESIGN

One of the challenges is how to communicate hybrid products, such as those at the intersection of denim and sportswear. I’m most looking forward to Nike’s adventures in denim and especially the relevant communications, since they filed patents in this area a few years back.

I find that currently in China, denim is overall still seen very cheaply. Any sort of premium product has to work hard to communicate the value. This is still an area ‘under construction’.

Internationally there are examples of modern craft re-energizing the denim stories (Faustine Steinmetz et al.). One of the most fascinating themes I see in craft denim of late is that of surrealist or ‘fantasy’ denim (this is what the Italians call it). At-home makers with a great eye for design create one-off pieces available by DM. Some are actual ‘gonzo denim couturiers’ (home alone and hyper creative with their paints, scissors, sanding machines and who knows what else?!)

El Solitario and Deus Ex Machina tell the ‘heritage’ story in new ways, glamorizing the American West anew by way of motorcycle Instagram-preneurs. In China and India, where motorcycle lifestyle is just taking off, it would be interesting to see if heritage denim can grow.