If You Imagine It, CORDURA® Makes It
Denim, it seems, is going the way of personalization too.
Tapping into what’s been a key trend in retail—giving consumers more of that they actually want, a product that’s customized to cater to them— the CORDURA® brand has debuted its latest denim trends collection that speaks exactly to that.
The trend collection, dubbed “Imagination Without Limitation,” is the next chapter in the brand of durable fabric’s “Authentic Alchemie” series.
Three key macro trends drove the latest collection, according to Materials Move consultancy CEO and founder Linda Keppinger: Make it for Me, Show Me You Care and Faster and Farther. These trends, according to CORDURA®, “are helping authorized mills engineer denims of the future.”
The Make it for Me trend is all about nurturing and expressing individuality. It’s about the Craft Movement and calling to consumers’ creative sides and their desire to exhibit their creativity and set themselves apart with the denim they wear.
“The drivers for this trend are authenticity and freedom of movement. It can be embodied through denims with customized and embossed graphics, fabrics that look washed and tumbled, recreating a heritage item in a modern way, customized stretch and mobility solutions for today’s active lifestyles, as well as deconstructing, reconstructing or mixing traditional with contemporary hand-finishing techniques to make something truly unique,” the CORDURA® brand said.
Solutions like Cone CORDURA® Selvage Denim, Kaihara CORDURA® Selvage Denim and heavy-duty Artistic Milliners 15 ozs CORDURA® Denims are just some that speak to the trend.
The Show Me You Care trend is all about enhancing self and community. It’s about evolving values and consciousness and finding ways to come together to make a difference—that’s what consumers want from the products they wear and the brands they buy them from.
“The drivers for this trend are sustainability and softened strength. It’s about having less and doing more, making every purchase and every action count because Sustainability Begins With Products That LastTM,” CORDURA® said.
This trend will call for denims will durability to last long-term, like softened strength CORDURA®Denims from Artistic Milliners made with TENCEL® branded lyocell fibers, and those with lightweight stretch and supple performance, like CORDURA® Denims with Lycra® DualFX™ fiber technology from Advance Denim.
The third trend, Faster and Farther, speaks to harnessing the coming together of technology and art with the influx of imagination.
“The drivers for this trend are extreme performance and hidden science. Denims with super-tech features like moisture management, temperature regulation and lasting freshness help empower us to do and be more,” CORDURA® said.
“We are pleased that CORDURA® fabric is blended with TENCEL® fibers to show the diversity of product when our fibers are paired together,” says Tricia Carey, Director of Global Business Development for Denim at Lenzing Fibers. “Performance and value is key to today’s consumer.”
Denim displaying the trends the CORDURA® brand outlined will be on display at the A+A Show, Kingpins, and Denim PV.