Michelle Branch is Helping Consumers Turn the Tide
Denim is ever-evolving, something that Michelle Branch of Markt&Twigs knows better than most.
As the founder of a global creative firm that helps companies define and refine their denim message, Branch has an expert view into the way consumers—especially younger consumers—view the beloved blue fabric. Not only do these wearers take a special part in maintaining denim’s heritage, they can play a crucial role in helping remedy its serious modern sustainability issues.
As part of Carved in Blue’s Modern Definition of Denim video series, Branch shared what she loves most about the denim community, what it’s currently missing to move forward, and how denim’s definition continues to adapt.
Carved in Blue: What do you enjoy most about the denim community?
Michelle: At the risk of sounding corny, the thing that I enjoy most about this community is just that— community. We are all connected. We’re kind of a niche area in the bigger fashion world. But, as such, we are all really passionate about the very specific category of denim, and there are people in this industry who I not only consider friends, but like family. We’re a tight-knit group, and that is the best thing about this industry. We care about each other. We care about the planet. And we care about the product.
Carved in Blue: If you were to pick one buzzword in the denim industry right now, what would it be?
Michelle: That would be responsibility. And I’m not normally one to talk about sustainability so much. I’m normally more focused on the aesthetics of the product. But it’s become clear over the last couple of years that we are really putting a lot of effort behind turning the tide. Producing the product we love is pretty toxic, and now that we’ve wrapped our heads around that, we’re actively trying to find ways to turn the tide. And that’s really important, I think.
Carved in Blue: What elements of denim’s heritage will stay with denim forever?
Michelle: I’m someone who’s been in this industry a long time, and one of my first jobs was at Levi’s. So I tend to look through the lens of heritage, and, sometimes, we tend to forget that the consumer who’s buying it today doesn’t really care too much about heritage. They’re looking at what they like, what brands they like, what messages they like. And, to me, modern denim is creating a space where other aspects besides heritage can be considered. And, of course, the most important other aspect is responsibility.
Carved in Blue: What other aspects aside from responsibility are there?
Michelle: [Staying] modern, for example. Or, for example, for a lot of people a real jean is something with five pockets. It probably has a selvedge. It’s probably raw for the real denim purists. But even throughout fashion cycles, you can forget the need to open up to what’s happening right now and the modern aspects of it.
If you asked me five years ago if a jean that had sparkles and sprinkles on it was really a jean, my first answer would be absolutely not. But today, I think with the advent of technologies, with so many things that affect the surface and the flexibility and the fit of a jean, that the scope is broadened. You can have other aspects in this space than just a five-pocket jean.
Carved in Blue: There must be some elements of the heritage that will stay with them forever.
Michelle: Always, always. Well, first of all, denim has always been championed by young people, so where there’s youth, there’s always a future. That’s No. 1. And, No. 2, it normally reflects the sign of the times. So, it’s like society’s uniform. And the most important thing, in my humble opinion, is denim is so beautiful because it reflects the life of the wearer, or wearers, who wear it.
So, for example, maybe a leather jacket or a military uniform can span generations like denim, but that’s probably it. And so, if it’s been passed down to you, or if you bought it in the flea market 50 years later, and you still want to wear it, that’s both heritage and modern if you ask me. So that’s the best thing about them.
Carved in Blue: What is the present-day issue of the denim industry?
Michelle: It ties into that whole responsibility thing, but I think the next step is that now that we’ve wrapped our heads around the fact that making what we love is toxic—and we’re actively trying to find ways to fix that—the next step is to involve the consumer. They need to trust us again. They need to be part of the solution. Once it opens up, you can give a clear answer to the problem, the possible solutions, and what steps are being made to execute those solutions. If you can bring them in and involve them, the answer might even come from them. Who knows.
And I think that that’s the piece that’s missing. We’ve identified the problem. We’re trying our best in collaborations and so many other ways to fix it. Now we need to take the next step and let the consumer know what’s happening, what we’re doing and how they can help.
Carved in Blue: What is the modern definition of denim?
Michelle (to her iPhone): Siri, what is the modern definition of denim?
Siri: Denim means a sturdy cotton twill fabric, typically blue, used for jeans, overalls and other clothing.
Carved in Blue: Do you agree?
Michelle: Well, that’s one definition. Yeah, I do. But it’s not all there is. There’s more.