Tapping Into Chottani’s Denim Instinct
Aamir Chottani is director of marketing at denim garment manufacturer Chottani Industries, whose slogan—and attitude—is “Denim Instinct.” Established in 1989 and headquartered in Karachi, the company is now one of Pakistan’s leading apparel makers. Chottani is a “brand behind brands,” as the company calls itself, but its dedication to sustainable production and ethical fashion is front and center.
Chottani has a wide-ranging portfolio—novelty, vintage and knit denim in various cuts, fits and performance— that includes blends made with TENCEL® branded lyocell fibers and embellishments like embroidery, destruction, and Swarovski crystals. The company has a growing global client list that includes brands from Canada, France, Germany, Spain, Sweden, U.K. and the U.S.
Aamir himself is a world traveler and a denim aficionado—he calls his love for denim an addiction, and claims he has indigo coursing through his veins. Carved in Blue spent some time with Aamir to learn more about Chottani’s evolution and approach, and to find out what this self-diagnosed denim addict calls his favorite pair of jeans.
Carved in Blue: What sets Chottani apart from other garment makers?
Aamir: Having a design studio based in the heart of Barcelona gives us an edge in trends and inspirations. Our designers understand the fashion business and its calendar. Working with some couture brands is another factor which has helped us nourish our comprehension of cuts and fits. We also specialize in Swarovski hand-sewn crystals and stones.
Carved in Blue: What does Pakistan offer to the denim market that other countries may not?
Aamir: Pakistan’s denim industry is evolving every single day, and the eagerness to learn here has made Pakistan a significant global player. Apart from fast fashion, Pakistan now is also a destination for “authentic” denim brands. Pakistan has created its own niche in the industry, which offers value addition with cost effectiveness.
Carved in Blue: What does sustainability mean to the company and how are you achieving it?
Aamir: We believe that taking sustainable initiatives is the only way forward. Collaborating with market leaders such as Tonello in Italy to reduce water and chemical consumption more than 70 percent in our laundry process, by using their latest CORE® technology, is one way of achieving that goal. One of our manufacturing units has been registered with the Green Building Council for LEEDS certification. Once we have achieved it, all our other units will follow.
We are also taking small initiatives by using sustainable DENIMFIL ECO sewing threads from the Portuguese manufacturer, Crafil. These sewing threads are made by using recycled polyester from PET plastic bottles. In each pair of jeans DENIMFIL ECO helps to remove two bottles from the ocean.
Carved in Blue: How has TENCEL® played into Chottani’s denim? How has the consumer received it?
Aamir: A significant part of our business is denim shirts and dresses. Therefore, when we think of premium fibers, we think of TENCEL®. It is a name which doesn’t require any introduction anymore. Lenzing’s cross-marketing strategy has communicated well with the end consumer— so brands are more and more interested in exploring opportunities to use TENCEL® fibers.
Carved in Blue: What’s next for Chottani in 2018?
Aamir: 2018 focuses more on sustainable fashion and ethical manufacturing. We are collaborating on a special collection of Authentic Denim designed by the Italian maestro, Piero Turk. The installation of Jeanologia’s HDR technology to create various hi-res and 3-D effects via laser is also a development that we will be showcasing in our collections this year.
Carved in Blue: A bit about you now—what’s your favorite pair of jeans?
Aamir: It’s a DENHAM Razor Slim Fit Jean made from a 29″ Japanese selvage denim.
Carved in Blue: Where do you look for denim inspiration?
Aamir: There’s inspiration everywhere, but Amsterdam and Barcelona never fail to inspire me. If you are following Amy Leverton (@DenimDudes on Instagram) or H&M senior print designer Kelly Harrington (@kellouhar), then you are well aware of the trends and insights.
Carved in Blue: What does Carved in Blue mean to you?
Aamir: Carved in Blue means being “Blue-Blooded” and “Addicted to Denim.”