Advance Denim’s Amy Wang on Denim’s Necessary Innovation Evolution
Denim’s timelessness translates into design, performance and expectations evolving with each new generation. For some of the youngest denimheads, a strong responsibility toward the earth is now a critical factor.
As part of Carved in Blue’s Modern Definition of Denim series, Amy Wang, general manager of Advance Denim, shared where she sees the most promise for—and the most problems with—the enduring fabric.
Carved in Blue: What is the modern definition of denim?
Amy: The modern definition of denim is constantly evolving through the consumers eyes and it is our goal to use our vast experience in fabric engineering to translate the consumer’s needs into product.
Carved in Blue: How has the definition evolved over the years?
Amy: The definition has evolved with the changing needs of the consumer. Currently the consumer is asking for performance and comfort. So we need to develop denim with a softer stretch and hand. They want their denim to complement their active lifestyle, so we develop exceptional 4 way stretch. Now consumers also want jeans that enhance their curves, so we develop the perfect stretch for all body types.
Carved in Blue: What is the biggest present-day issue of denim?
Amy: The biggest present day issue in denim is without a doubt sustainability. The industry has focused on sustainability in the sewing and laundry but now we need to focus on sustainable innovations for the manufacturing of the fabric.
Carved in Blue: Innovation is a big issue?
Amy: There is a lack of real innovation. Everyone is talking about sustainability but there is no short term “quick fix.” In order to be truly responsible you need a long term strategy based on meaningful sustainable innovation.
Carved in Blue: How is Advance Denim leading innovation?
Amy: I think it is important that we first innovate new ways to dye indigo. The current indigo dye process uses too much water and chemicals. We now know how to shorten the process and use less water and chemicals. We have invested in revolutionary machinery that will dramatically improve the consumption of water and chemicals to make a cleaner true indigo dye process.
Carved in Blue: You mentioned that people care about the earth and sustainability. Do you think young people care?
Amy: Yes, I believe that young consumers care. We are seeing the young consumer in China and around the world requesting sustainable denim options. If they know that if a brand does not care about the physical and social costs of their product, they will not buy from that brand.
Carved in Blue: Do you think that your customers are also requesting this?
Amy: I think the older people around 30-40 years old like the fact that their jeans are sustainable but they will still buy jeans for other reasons. The young consumer is requesting that their product must be sustainable.
Carved in Blue: Do the brands care?
Amy: Yes. Brands care. More and more brands care.
Carved in Blue: How long is it going to take for real change to happen?
Amy: This is happening now because young people, 20 years old, are the main consumer. I think it’s changing very quickly.
Carved in Blue: When a brand doesn’t want to make things sustainably, do you push it a bit?
Amy: Yes. I think sustainability is our responsibility. In that spirt of corporate and global responsibility, last year we set the goal to use 90% sustainable fibers in all our products. We currently use a lot of sustainable fibers but we felt it was very important to make the public commitment.
Learn more about the Modern Definition of Denim series.