NICOLAS PROPHTE

V P SOURCING, PRODUC T ION & INNOVAT ION DENIM, TOMMY H IL F IGER

Over the last 15 years, innovation within the denim industry has been driven through strong, strategic partnerships. One of the most transformative innovations is the scaled use of more sustainable and responsible finishing technologies at laundries, such as ozone and lasers, significantly reducing the amount of water and energy used to create a pair of jeans. These technologies, once revolutionary, are now considered the “norm” in denim production.

Into 2021 and beyond, the denim industry will continue to implement new solutions to promote environmental sustainability, primarily through circularity. Through programs like the EMF Jeans Redesign guidelines, expansion of circular business models and innovative processes and materials, the denim industry will continue to transform the way jeans are made, ensuring they are more durable, recyclable and sustainable than ever before. Additionally, the uptake of new materials such as hemp, will become more mainstream in 2021 and beyond, offering sustainable alternatives to conventional fibers, such as cotton.

More than ever, consumers know what they want and they are very clear on what they expect from brands. While denim will never go out of style, it’s evident that consumers want these products designed and produced in a way that is more socially and environmentally conscious – without compromising on premium quality. To keep denim in style, we need to work as an industry to make this a reality.