ENRIQUE SILLA

CEO, JEANOLOGIA

Denim is about fabric, fit and finish. The three main innovations are knitted denim for pants in terms of fabric. Legging jeans offer a new core fit demonstrating that there are no limits on fit for denim. And, finally, a huge revolution has happened in finishing technologies: laser transforms the concept of dry processes, and G2 ozone technology eliminates pollution and discharge from our industry.

Who will be willing to buy a product whose manufacturing process damages the planet? That’s why, at Jeanologia, we launched our Mission Zero initiative as a joint effort for all the industry. But the main revolution will come from e-commerce. Denim fans will choose from their screens and the challenge for design is huge. Visualization and storytelling will become key, however, what you see on your screen needs to be what you can actually get your hands on.

Covid-19 made us return to real values of family, friendship and togetherness. On jeans, vintage and authenticity are the visual expression of the familiar details, like a familiar face in the crowd. Denim will return to what’s real and authentic vintage will sell, but this time it will focus on putting people and planet before product.