When “Classic Blue” meets green
21 February 2020
Pantone announced “Classic Blue” as the color of 2020, a boundless blue evocative of the infinite evening sky which will possibly add to our closet the freshness and vibrancy it deserves in 2020.
Realizing color as an impactful tool to attract consumers, especially millennials, and stimulate shopping desire, fashions brands are well prepared to release a heap of Classic Blue style collection. As a foundation of every denim collection, which we will never get bored of, the color of 2020 is expected to set off a new wave of stylish denim curations.
However, not all denim collections can win shoppers’ hearts. In an age when the world is taking sustainability more seriously day by day, only brands that embody green commitment in their collections will stand out from the competition of blue fashion. Shown in the report released by Nielsen, alone in the U.S., compared with Baby Boomers, millennials are more willing to pay more for products that contain sustainable ingredients (90% vs. 61%) and products that have social responsibility claims (80% vs. 48%).
For years, jeans can be found in almost everyone’s closet, but most of us barely know how it is produced and its impact to the environment. Traditionally, it takes toxic chemicals and hundreds of gallons of water to dye and finish one pair of jeans, making the textile industry a major source of pollution globally. Luckily, propelled by the rising eco-consciousness, the industry is evolving as more eco-responsible companies along the supply chain, from manufacturers to retailers, are looking for sustainable ways to produce denim.
To reduce environmental footprint at root, manufacturers are striving to find sustainable raw materials and innovate technologies to increase recycling rate. Lenzing, as the pioneer in producing eco-friendly fibers with TENCEL™ as the flagship brand for textiles, is strengthening commitment to sustainability for decades. Derived from sustainable wood sources, TENCEL™ Lyocell fibers are produced in environmentally responsible closed loop production processes, which helps to save water and reduce environmental impact. The use of TENCEL™ fibers and technology enables more innovation in denim. Empowered by TENCEL™ x REFIBRA™ technology which involves upcycling of cotton scraps, the denim brands are enabled to reduce the environmental footprint in jeans production, as well as to drive the circularity in the industry.
In line with the same belief, fashion brands are joining hands with Lenzing to produce trendy jeans in a sustainable process. DL1961, a popular name among fashion lovers, is trying to lessen its impact on the planet for future generations. Each pair of DL1961 jeans is ensured to be made from ethically sourced, premium cotton and water-efficient botanic fibers, such as TENCEL™ Modal fibers or TENCEL™ Lyocell fibers powered by REFIBRA™ technology, offering stylish yet sustainable denim to consumers.
Boyish, a young brand from California focusing on sustainable women’s denim, is also making efforts to change for the better. At the core of all Boyish collections lies a deep commitment to leaving as little impact on the earth as possible. Boyish utilizes ethical and sustainable practices when developing and manufacturing products. All jeans are produced with sustainable fabrics, like TENCEL™ Lyocell fibers, through an environmentally-friendly process.
In Japan, where the street fashion is getting attention from the world, brands are also blending sustainable elements into fashion looks. Something, a denim brand under the Japanese fashion brand EDWIN, adopts TENCEL™ Lyocell fibers powered by REFIBRA™ technology in their jeans line-up to reduce environmental footprint in production process.
Denim is a big and important part of all our wardrobes. It is exciting and encouraging to see denim brands, designers and manufacturers are taking actions to make our purchase more meaningful with no compromise to design and quality. When blue meets green, the denim fashion is being redefined and taking a big step to preserve the environment for the next generations. Let your 2020 start off with a pair of sustainable classic blue jeans!