POSITIVE CHANGES AND GOALS TO BE ACHIEVED

After new sustainability standards have shaken the sector WeAr Denim asked experts to share their vision for what gives them optimism when thinking about the future of the fashion and denim industry, as well as the most important pursuit on an individual or corporate level. Are crises impacting creativity and experimentation for denim? DR. DILEK ERIK GLOBAL MARKETING DIRECTOR SHARABATI DENIM

Sharabati Denim, with over 40 years of experience in producing denim, has witnessed the evolution of sustainability standards. While the focus was initially on chemicals harmful to human health, we now understand that minimizing harm to the environment is equally important. At Sharabati, we recognized this reality 20 years ago and established our own recycling factory, integrated with the mill itself, to be pioneers in this respect. However, recycling cotton waste is only a part of the job; water recycling is the other important complementing part. In Egypt, we have invested in a new, more efficient water treatment plant to support our new and enlarged production capacity. This new system will be launched this year. It will encompass our entire production water usage and recycle 70% of the total volume. For us, recycling, reusing, reducing, and saving mean efficiency, and we continuously develop new processes and make investments to achieve this goal.

IRYNA KOKHANA CHIEF EXECUTIVE OFFICER AND FOUNDER CHERESHNIVSKA

Exciting developments are taking place in the denim industry. Denim brands are experimenting with new technologies and techniques to make denim production more sustainable, like using recycled materials or reducing water and energy usage during manufacturing. There is also a growing trend towards more durable, long-lasting denim products that can withstand years of wear and tear, reducing the need for frequent replacements. Fashion designers and brands are increasingly innovative and experimental in creating clothing. They’re exploring new production techniques, such as upcycling, to create unique and eco-friendly garments. Additionally, they are also experimenting with new dyeing techniques, such as natural dyes or low-impact dyes. For instance, CHERESHNIVSKA uses second-hand jeans to create all denim garments. Focusing on sustainability has also led to a renewed interest in traditional techniques, such as hand weaving or embroidery, which we also actively use in our latest collections.

GERMAN ALEJANDRO CHIEF MARKETING OFFICER VICUNHA

The denim industry's future looks promising due to the growing concern for sustainability from both the industry and consumers. Vicunha has explored new technologies, natural fibers, and circularity to minimize the environmental impact of the production chain. These trends have transformed our production process to create sustainable, durable, and reusable products. Collaboration among companies in the sector is fundamental, and as the biggest producer in Latin America, Vicunha is playing a key role in transforming the industry. To reinforce our commitment to sustainability and strengthen the position in the European market, we plan to renovate the product portfolio according to new ESG standards required by European legislation. Vicunha is committed to leading the industry transformation and investing in the V.Laundry, the first center of fashion innovation and technology in Latin America. The hub will provide networking, creative experiences, and partnerships to promote creativity and innovation for sustainable solutions.

EDA DIKMEN MARKETING AND COMMUNICATIONS MANAGER SOORTY

Amidst global crises, the fashion industry faces uncertainty. However, this can be viewed as an opportunity to shape the future. I think we can approach this as an opportunity to shape the future. I am optimist, trying to find balance in everything, trusting the course of Earth’s flow even in the hardest situations. That’s how we transform. Now is the time to redesign, driven by a new mindset and using new tools such as artificial intelligence, the internet of things, and biomimicry. Our design ambitions of what denim of the future could look like are not limited by any boundaries. We should truly recognize the power of fashion as an art form, and denim specifically. How it has evolved with humanity, using different materials, techniques and craftsmanship, as well as nature’s gifts in terms of color sources and inspiration. Textiles reflect on culture like a mirror, changing “what is” to “what could be" has an enormous potential to unlock where creativity and experimentation are what turns the wheel.