Mills Update: Pakistan Producers on Sustainability and Trending Styles Part 3
Over the past few years, the denim industry has had ups and downs as consumer and market demand ebbs and flows.
With the first half of the year in the rearview, Carved in Blue is checking in with denim mills to get their take on how 2024 is shaping up. Are sales rising or falling? What is driving demand? Which trends are taking off? And how are they addressing market needs? Read on to hear insights from Diamond Fabrics Limited, Naveena Denim Mills and Rajby Textiles.
DIAMOND FABRICS LIMITED
Ali Abdullah, director
Carved in Blue: Has the first half of 2024 been up, down or flat for your company?
Ali: Our business levels have seen a significant increase, attributed to our diverse range of products, including denim, corduroy, moleskin and flats. Additionally, we inaugurated our new garment factory earlier this year, which has taken our capacity to 1 million garments each month.
Carved in Blue: How would you describe the current demand, and has it changed in recent months?
Ali: We’ve noticed a rise in business demand as customers are looking for faster and more flexible solutions for speed to market. Our completely fully vertical operation from fabric production to finished garments enables us to meet and support our customers’ challenges.
Carved in Blue: What has surprised you the most about 2024 so far?
Ali: How fragile supply chains can be and how important it is to have in-country vertical suppliers to ensure consistency in supply.
Carved in Blue: Which trends or styles do you see gaining traction, and how are you building fabrics to suit these looks?
Ali: Customers continue to favor wider and looser fits with distinctive fabric textures from a trend standpoint. As a move on for the season, we have developed fabrics which look heavy but feel light.
Carved in Blue: Could you describe your latest collection launches?
Ali: We’re excited to announce that our latest fabric collection, Creation Of A Thousand Forests Is In One Acorn, debuted at Kingpins Amsterdam in October 2024! We are also proud to announce our newly introduced category AirLite, which features denims developed in 100 percent cotton, cotton/ TENCEL™ blends, comfort stretch and bright indigo shades. These denims may appear substantial in weight but are in fact lighter.
Carved in Blue: What are your predictions for the second half?
Ali: We have a strong belief that piece dyeing will be important during the second half of the season. While there may be a slight slowdown in denim, corduroy is set to have a great season.
NAVEENA DENIM MILLS (NDM)
Aydan Tuzun, senior vice president, sales and marketing
Carved in Blue: Has the first half of 2024 been up, down, or flat for your company?
Aydan: There has been an uptrend. The main factor was the improvement in economic conditions in Europe and America compared to the previous year, which allowed brands to implement their growth plans and increased consumers’ purchasing power. Additionally, the rise of sustainable initiatives that resonated with conscious consumers also contributed. Another significant factor was trends. Denim is again on the foreground. It’s not just about pants; jackets, shorts and dresses are also popular.
Carved in Blue: How would you describe the current demand, and has it changed in recent months?
Aydan: It has continued at the same pace.
Carved in Blue: What has surprised you the most about 2024 so far?
Aydan: Each year seems to be more surprising than the last. Geopolitical tensions have increased uncertainty, negatively affecting international trade. The impact of climate change has become more rapid and widespread than expected, with record-high temperatures, severe floods and uncontrollable wildfires. Both governments and companies have started to accelerate their sustainability efforts. Additionally, while artificial intelligence technology has become more integrated into daily life, it has brought about both contributions and potential concerns.
Carved in Blue: Which trends or styles do you see gaining traction, and how are you developing fabrics to suit these looks?
Aydan: First,sustainable and eco-friendly products—our consumption of organic, regenerative and recycled cotton continues to grow, along with sustainable fibers like hemp, recycled linen and eco-made stretch fabrics.
Y2K revival, including low-rise boot-cut skinny jeans in comfort stretch fabrics, baggy jeans, wide-leg jeans and denim jackets in rigid fabrics.
Futuristic styles, with coated fabrics for futuristic looks.
Comfort, flexibility, durability, longevity featuring high-elasticity fabrics.
Carved in Blue: Could you describe your latest collection launches?
Aydan: Our latest collection features Retrosoft with a vintage, marble look and super soft touch from TENCEL™ fibers, and Retrotech, combining retro denim heritage with modern comfort. Colortech offers versatile fabrics with vibrant contrasts, while Lino+ uses smart linen fiber from post-industrial waste for breathable, moisture-wicking properties. Biotech, created with Circular Systems, includes durable, anti-bacterial fabrics from CBD hemp crop residue, and Lush provides cozy warmth with a cashmere feel. Glaze rounds out the collection with sleek, glossy and versatile denim perfect for fashion-forward designs.
Carved in Blue: What are your predictions for the second half of the year?
Aydan: In the second half of 2024, the denim industry will focus on sustainability, with increasing demand for eco-friendly materials like organic and recycled cotton. Versatile styles such as Y2K-inspired designs and performance fabrics offering comfort and flexibility will dominate. Tech integration in production and smart textiles may grow, alongside circular fashion practices like recycling and upcycling. Global market shifts and economic factors will also impact production and sourcing strategies.
RAJBY TEXTILES
Bilal Saleem, director
Carved in Blue: Has the first half of 2024 been up, down or flat for your company?
Bilal: The first half of 2024 has been relatively better, and we’ve seen some encouraging growth. This stability and modest improvement can be attributed to our strategic approach. We’ve invested significantly in researching market trends and accurately forecasting consumer preferences, which has enabled us to offer products that align perfectly with what our customers are looking for. By staying ahead of the curve and tailoring our offerings to meet these demands, we’ve been able to maintain a steady performance even in a challenging market.
Carved in Blue: How would you describe the current demand, and has it changed in recent months?
Bilal: At Rajby Textiles, we’ve successfully tapped into new markets over the past few months, which has significantly driven our product development and aligned us with current market trends. Demand has improved compared to 2023, and despite the global challenges, we’ve seen a strong start to the year, positioning us well for continued growth.
Carved in Blue: What has surprised you the most about 2024 so far?
Bilal: It’s hard to pinpoint just one surprise, but two key developments stand out. First, the growing consumer demand for sustainable products has been remarkable. This trend has encouraged us to further invest in circular business models, which align with our sustainability goals. Second, while 2024 was expected to be a challenging year, it has actually started off strong for us, exceeding our initial expectations.
Carved in Blue: What are your predictions for the second half?
Bilal: We anticipate the second half of 2024 to be promising, with potential business growth driven by shifts in the global market landscape. As buyers prioritize securing a reliable supply chain, we’re well-positioned to meet their needs and ensure consistent product availability, helping them keep their stores well-stocked.
Carved in Blue: Could you describe your latest collection launches?
Bilal: This season, we launched two collections that align with the latest trends.
The first is Vintage Reborn, a tribute to the sustainable vintage legacy. This collection celebrates the dignified aging and timeless appeal of classic denim while embodying a spirit of freedom. Rajby Textiles has meticulously curated Vintage Reborn by reviving legendary jeans that blend eco-consciousness with vintage heritage, pushing the boundaries of denim innovation. The collection features sustainable fibers such as LENZING™ ECOVERO™, hemp, Naia, organic cotton, post-industrial waste and post-consumer waste, along with cutting-edge vector dyeing and paradigm finishing techniques.
Our second collection, Ukiyo, brings together two distinct qualities: authenticity and softness. Inspired by genuine craftsmanship and enhanced with a soft touch, Ukiyo merges these contrasting attributes to create a collection that perfectly aligns with current trends.
Carved in Blue: Which trends or styles do you see gaining traction, and how are you building fabrics to suit these looks?
Bilal: We’re seeing a strong trend towards soft, authentic-looking fabrics that resonate with today’s consumers. This demand has been steadily growing, and in response, we’re focusing on developing fabrics that not only capture this aesthetic but also meet the comfort and quality expectations. Our ongoing efforts are dedicated to innovating and expanding our offerings to align with this trend.