For the past few seasons it has been all about the chino, but here at Drapers we’re noticing that the big denim brands are starting to fight back, launching new and interesting initiatives to get shoppers buying and jeans back on top.
One of the biggest trends we’re spotting is for denim going green. No, not literally, but rather with new eco-friendly collections that consider sustainable practices and environmental issues.
First Swedish brand Nudie Jeans announced its entire autumn 12 collection would be made entirely from 100% certified organically grown cotton (read about it here) and now the Italians at Replay have join in on the act by launching Laserblast, an innovative trademarked technique that treats denim in a friendlier way (friendlier to the environment, at least), by blasting it with lasers.
Unlike the controversial sandblasting methods, this new technology gets similar results while reducing the wasteful use of energy, reducing the amount of water used (by 85%!) and eliminating the use of dangerous chemical treatments. Not only this, but it also creates a much softer and natural finish to the jeans – double points all round.
Chinos 1 – (Eco-friendly) denim 1.