MARCO LANOWY

No other fabric has had to satisfy such different demands over the course of time and has experienced so many innovations. The development ranges from traditional Japanese denim to robust work trousers by Levi Strauss, and the increasing addition of stretch yarns, which made a rigid fabric elastic and thus provided more freedom of movement and greater comfort for the wearer. Process changes making denim dyeing and washing more sustainable.

Denim has a major potential for change. Now there are many exciting trends that show just how multifaceted New Eco can look in the denim sector. These include, for example, jeans made from organic cotton or recycled fibers and with a degree of elasticity of over 40 percent. Also remarkable is the addition of interesting materials such as hemp or manufacturing processes that work completely without water. Denim will continue to fascinate. Because denim is omnipresent in fashion, but above all because we are still at the very beginning with regard to its sustainable production.

The consumer’s love for the product. This was and still is the decisive point for denim.