As Comfort and Sustainability Rule, Consumers Search for TENCEL™ Denim
When consumers are shopping for denim, two factors are commonly driving their decision making: comfort and sustainability.
In just a year, searches for sustainable denim grew a whopping 2,182 percent, according to data from Trendalytics. Additionally, market adoption of lightweight jeans has grown 61 percent, and knit denim has seen a 113 percent lift.
TENCEL™ Lyocell can help denim meet all these parameters. Made from wood using a closed-loop system, our fiber carries a smaller environmental footprint than generic lyocell. Lyocell also brings a supremely soft hand feel to denim, providing a smooth texture whether in the warp or weft. Alongside consumers’ sustainability- and comfort-seeking, searches for TENCEL™ denim have risen 88 percent over last year.
“The research results confirm exactly what we are seeing and feeling across the industry,” said Tuncay Kilickan, head of global business development, denim, at Lenzing Group. “The combination of an authentic look and TENCEL™ softness has been a mainstream trend in both men’s and women’s wear for quite some time, and this combination shows no signs of fading anytime soon. That’s why, at almost every fabric exhibition, TENCEL™ denim can be found across a wide range of booths.”
On the fit front, straight legs have maintained their popularity, but some other styles are gaining ground. Searches for stovepipe jeans grew 208 percent in a single year. Close behind are bootcut jeans—which saw search traffic increase 158 percent—and puddle jeans, up 148 percent. Low-rise, relaxed silhouettes are catching on, and search saw a 50 percent bump.
Generous cuts offer the industry the ability to incorporate rigid constructions without feeling constrictive. Here is where TENCEL™ Lyocell can be used to lend softness and drape to a stretch-free material.
For colors, ecru is having a moment, with a 200 percent search lift. Olive green is also seeing growth, with a 90 percent uptick in market adoption. Prints are also getting traction, with floral denim up 200 percent and animal prints up 114 percent. Consumers are seeking out novelty treatments like sand washing, which has scaled up 400 percent in the last year.
Whatever trend or aesthetic denim designers are going for, there is a TENCEL™ fiber that fits mills’ product creation needs. Our solutions include cotton-like TENCEL™ Lyocell – HV100 for matte, textured looks and conventional TENCEL™ Lyocell that can deliver a bit of sheen and more drape.