Markt&Twigs is Bringing Creativity Back to Denim
When someone spends much of their career learning each part of the denim industry intimately—from mills to tech to brands to marketing—it’s no wonder they’re able to offer the kind of consulting denim brands crave.
That’s the story behind Michelle Branch, founder of creative firm Markt&Twigs. 
Her aim? To bring to denim whatever its new demands are, without losing the tried and true elements that makes the fabric—and the clothing—what people know and love.
Carved in Blue caught up with Michelle to get insight into the creative company helping shape the current denim market.
Carved in Blue: Can you tell us a little about Markt&Twigs? What’s behind the name?
Michelle: Markt&Twigs Inc. is a global creative firm having a longstanding love affair with all things denim. For the past 11+ years, we’ve been dedicated to taking the creative to commercial via product and presentation for companies all along the supply chain—brands and retailers looking to define (or refine) their denim message. We help with everything from fabric development through advertising.
The name is a hybrid. “Markt” is the Dutch word for market and was inspired by Amsterdam’s love of the denim industry. And “Twigs” is homage to my dad. Twig was his nickname when he ran track in college. It references our family name (Branch).
Carved in Blue: What is your background in the denim industry?
Michelle: I’ve been smitten with this industry for a very long time and have held positions in different segments over the years. My first denim job was in the late 80’s as a production assistant for juniors brand Vintage Blue, which I don’t think is around anymore.
I was also the men’s bottoms merchant for SilverTab™ at LS&CO for seven of the glory years in the ‘90s. In retail, I was on the denim buying team at Express. At the mill level, I’ve been creative director for Swift Denim, and director of denim design and marketing for Arvind Denim Lab. And while I was in Europe, I was creative director at Jeanologia which is technology based.
Today, those experiences allow Markt&Twigs Inc. to help our clients craft their denim stories.
Carved in Blue: Tell us about your favorite campaign or denim design.
Michelle: I am in love with the direction Carved in Blue is taking at the moment, telling the stories of our industry’s change makers. Full disclosure, helping to craft the imagery for this journey has been a blast! It is beyond gratifying to see the progression in such a short time.
But, the campaign that I am honored to say will have the biggest long-term impact on the world is the work I did with Jeanologia in creating Truth & Light. It was a fun project, yes. But more than that, it was instrumental in bringing awareness to the dangers of sandblasting and presenting the LIGHT technology as a viable option in a way the industry could embrace.
Carved in Blue: When did you first work with fabrics using TENCEL™ branded lyocell fibers?
Michelle: It was back in the early 2000’s while at Swift Denim. I attended a TENCEL™ Lyocell presentation by Jeanologia at the Lenzing offices. One touch and I was hooked! We started development shortly thereafter.
Carved in Blue: What is the greatest challenge for the denim industry when it comes to sustainability?
Michelle: After years of “eco-speak” marketing, tangible strides are being made in sustainably produced denim…in large part because of serious industry efforts. Now, I think the greatest challenge will be to effectively bring the message to consumers. Once they are armed with knowledge around the sustainability imperative, there will be no returning to the lip service of the past. The change will be consumer-driven. Brands like Everlane and Reformation are indications of this—great product transparently produced with the planet in mind!
Carved in Blue: What cities inspire you the most to do what you do?
Michelle: I love this question, I get asked it all of the time. And the simple answer is always absolutely everywhere. Just taking a walk can lead to finding the perfect color palette in some street art or finding the paper texture you’ve been searching for on a room service menu! If your eyes are open, the whole world offers sources for inspiration.
My favorite denim cities are: New York because it’s home and has the best people watching in the world, Amsterdam for their sheer love of denim, Tokyo for the same reason AND their inspired shop interiors. For them, store design gets as much attention as the products they sell.
Carved in Blue: What would you say is the next denim frontier?
Michelle: I think the next denim frontier will highlight creativity in what’s considered the “developing world.” As we all become more connected and the world continues to shrink, these countries will start to figure more heavily into our blue mix. For example, Africa. Aside from the beautiful images flooding Instagram on African design of all types, I was recently blown away by the most inspiring exhibit at Amsterdam’s Tropenmuseum called “Fashion Cities Africa.” While the product clearly had a particular flavor, they could have appeared on any catwalk in the world.
Carved in Blue: When does a jean stop being a jean?
Michelle: When it stops reflecting the life of the wearer.
Carved in Blue: What does Carved in Blue mean to you?
Michelle: Is this a trick question? Carved in Blue was developed as the new look of Lenzing cellulosic fibers in the denim world. The name itself is a play on words referencing both the solidity of the fiber in the denim market and its origins in nature. It has evolved into a place where the denim community tells its stories, reflecting the values that we hold dear: authenticity, nature, technology, fashion and comfort. That is the future of blue!