JEFF RUDES

CO-FOUNDER, J BRAND AND CEO, L'AGENCE

First, design: we stitched the front pocket down on lightweight jeans to avoid a pocket lining. This made the jean look cleaner. Second, fabrics: the technology, including stretch, improved significantly and denim has almost 100% recovery and a soft touch. The technical fabrics make certain products successful. Last but not least, the fits: it is the period in which the jean is made that makes it exciting and new. Low rise was abandoned and today’s jeans go towards high rise. Leg openings have an influence on fit, which has changed accordingly, e.g., wide bell bottom or flare, mini-flare, cigarette, skinny or to the ankle. The outfit is created around the jean and the footwear worn with it, and so the jeans have to be merchandised to attract the right customer.

Sustainability: cotton mills and their approach to their manufacturing cycle have changed will continue to do so. The technology will further increase to create organic and sustainable fabrics. The washing of garments also plays a role – we have already managed to reduce water consumption significantly.

Denim has peaks and relays. Wash, fabric and fit are key. We are probably moving towards an hourglass shape with tighter knees. Retailers will have the most important role in pushing denim. Salespeople need a new approach to understanding and selling the fabric. Even if the fits are old, they need to be merchandised well. Great jeans assortments in retail stores are always compelling.