We can all breathe a brief sigh of relief now the global cotton prices are stabilizing, i can tell you, the last 18 months have not been pretty people!!
However there is no rest for the wicked and the new buzz word in the Denim industry is Sustainability!..
Denim production is seen as one of the worst contributors in greenhouse gas emissions and water waste. In the UK alone an average person owns 7 pairs of jeans, (I am way passed the average.. eekk..!) we all need to be accountable, from my seat as a buyer to you guys as consumers! We already have Organic, Recycled, Better cotton initiative available from the denim mills which are proving popular with some leading denim brands- Nudie, Seven- for all mankind, Monkee jeans all working with 100% organic cotton for every pair of jeans they produce... I have no doubt more will follow in the next few seasons.
However this does not help our water issue, it takes thousands of Litres to authentically launder 1 pair of jeans!! Its really shocking figures and although all ethical laundry units will recycle their water within production there is still so much that can be done!.. Step up Levi Strauss & co, launching a new initiative this year with their water-less range:
Japan Rags have gone one further with NO water in their production!! Amazing....
This is only the start, its going to be a very interesting year in denim! Responsible production is the future provided we maintain a wanted product at the end.. I know my customers are not going to be tempted in a crisp stand on there own pair of starched jeans, if we do not hold the interest of our fashion forward consumers we will not have a market for which we need sustaining!.. WATCH THIS SPACE!
Your analysis is perfection or if nothing is perfect that's as close to perfection as possible.
ReplyDeleteThis buzz word "Sustainability" I think was invented by the chemical companies because its their chemicals causing the problems so they want to come out with another chemical that's less detrimental then there first chemical producing a product that's less good than their initial product but we should buy because its less detrimental.
The best way to solve this pollution and water abuse problem is simply make a better product that just happens to be chemical and waterfree.
I just finished creating a new method for vintaging and much more my only thought was how to make the best product possible. I believe with out question its better then any chemical stonewashed jean ever produced. As far as sustainability; What's to sustain we eliminated all the water and chemicals.
Now I'll start marketing it. Lets see what happens.
BTW I like your blog and your style
Morgan Cooper
morganfcooper@gmail.com