Denim Makers Turning Out to be Active Innovators
As the popularity of athleisure is increasing, denim makers are find new ways to add certain properties of comfort into denim. Athleisure market are reaching high numbers – in spite of being a relative newcomer to the fashion world.
According to the Cotton incorporate lifestyle monitor survey: Active bottoms are the most popular type for hanging out at home whereas jeans are the most popular for running errands, work and going out to dinner.
Customers are now looking for mobility, comfort, abrasion resistance and longevity in their products. It is observed that consumers are asking for more qualities from their clothing, including denim. As a part of the denim purchasing power, qualities that consumers look for are:
- A flattering look
The denim industry will continue to be enthusiastically competitive as it enjoys a strong root. Denim makers have already adopted properties like shape retention and full-motion.
Embarking on innovative concept, Levi’s has recently joint hands with google for the new project Jacquard, a program that “weaves touch and gesture interactivity into any textile using standard industrial looms.” This jacket will be available spring 2017. It will allow wearers to leave their smartphone in the pocket and access the control of music, phone calls, maps and so on simply by tapping a smart tag on the sleeves. Jacket will be back to regular Levi’s denim, if the tag is removed.
It is assumed that this experience of hands-free mobile will be welcomed by urban cyclist, but consumers are also looking for multifunctional jeans. Consumers are looking for denim with properties like:
- Thermal regulation
- Odor resistance
- Moisture wicking
- Feel and look like joggers or sweatpants
It is important to observe how much denim maker will innovate in the near future. As life is getting faster, and people wants clothes / denims that they can live in without worrying.
It is important that a cutting edge innovations is done and at the same time ensuring that new ideas are introduced in the right products at the right time.