Toray on Denim’s Crossover Appeal in the Premium Market
Clean, bright and contemporary, at first glance Toray denim has a distinct look not normally associated with Japanese denim, however the mill has masterfully combined the country’s denim heritage and passion with innovation and performance that speak to a premium customer.
With a client roster that spans J Brand and AG in the U.S. to Diesel and Hugo Boss in Europe, Yoshiki Yamada, manager of the mill’s stretch materials and fibers department, explained how developing fabrications from the yarn stage has helped elevate Toray to the point where it is setting new standards in the high end market.
“We can tell different stories. The premium category demands more specialized fabric,” he said.
Fibers like TENCEL® and Lenzing Modal® have opened the door for more possibilities, Yamada added. The fibers have become core ingredients in Toray’s production in the past decade, making up 70 to 80 percent of its current business. For A/W 2017-18, the mill is introducing a MicroModal® and TENCEL®MICRO blend for the ultimate soft touch.
Toray’s portfolio of exclusive materials lends itself to the new ways denim is being incorporated into apparel. Yamada sees momentum for denim outerwear, especially bomber jackets and down jackets—proof that denim isn’t just for the pure players anymore. The mill is gaining traction with attendees at Denim Premiere Vision with its one-of-a-kind fabrications and higher price points.
That’s part of what Yanada says he loves about the denim business, “Denim has many faces. Every fabric is different. Every wash is different. It’s fascinating.”