JENS GREDE & ERIK TORSENSSON

Most important are our advances in sustainable processes, something that we are incredibly focused on and are gradually introducing more of every season. Sustainability, making jeans a kinder process to people and planet, is where the biggest innovations are taking place. The whole market is getting better and it is not a day too late in my view.

For 2021, we expect to see customers demanding even more from their favorite denim; reaching for jeans that can accommodate new lifestyles of “at home” comfort yet retain elegance and a stylish offering. We recently introduced our advanced stretch 24 Hour Jean that does just that. With such a long and documented history, denim and its cyclical trends will forever be influenced by iconic figures and style moments of the past. A few modern tweaks here and there, but denim style and the classic silhouettes of our history will always influence our style choices today.

Denim will always be “in” so to speak, but the key is listening to the consumer and creating a great product and retail experience. See what the consumer gravitates towards, and deliver on it.