Mill Update: China Denim Makers Discuss Trending Aesthetics and Market Movements
Due to their position in the supply chain, denim mills have a finger on the pulse of the category’s demand, trajectory and developments. In this series, Carved in Blue is catching up with mills around the globe to get their insights on sales performance, impactful innovations and projections for this year.
Here, China-based mills Advance Denim, Panther Denim and Prosperity Textile & Stella Blu provide their denim update.
ADVANCE DENIM
Mark Ix, marketing director of North America
Carved in Blue: How did your mill close 2023? What were the highs and lows of last year? How has 2024 been so far for your company?
Mark: 2023 was a year of growth and diversification for Advance Denim. Rather than one moment that was a high, 2023 was lots of small successes that were driven by an innovative, passionate leadership. It all culminated in being part of the successful Hong Kong Denim Festival that celebrated denim throughout the region.
Carved in Blue: What are the new opportunities of the current period in the denim industry, and where do you see TENCEL™ fibers fitting these?
Mark: As fashion trends shift, excitement for new styles and developments drive the ever-changing opportunities in the denim industry. We see TENCEL™ fibers as a core fiber that is now permanently woven into denim innovation. If the fashion is shifting toward sustainability, then TENCEL™ lyocell is the perfect fiber. If consumers are asking for softness, then TENCEL™ lyocell is also the perfect fiber.
Carved in Blue: What’s the most interesting or exciting recent development from your company?
Mark: As consumers are looking for more performance denim mixed with softness, Advance Denim has created a new performance denim using the revolutionary Aircore fiber that wicks moisture and keeps you dry and comfortable at a rate higher than ever achieved. It also can be added to our cotton/TENCEL™ lyocell styles to have unparalleled comfort and performance.
Carved in Blue: Could you share your predictions for the denim industry in 2024?
Mark: 2024 will be another challenging year as companies chase growth through expanded offerings outside their traditional retail focus. Denim will compete with floor space in this new retail strategy. Price will always be important, but we see sustainability as being a given in the production process and not an extra.
PANTHER DENIM
Tim Huesemann, director
Carved in Blue: How did your mill close 2023? What were the highs and lows of last year? How has 2024 been so far for your company?
Tim: Our business is steadily growing in 2023, largely attributable to our pioneering denim innovations. This has positioned us as a sought-after destination for buyers seeking cutting-edge products. The textile industry has always been challenging due to intense competition and pandemic aftereffect. However, our steadfast commitment to quality and innovation has enabled us to persevere through tough times.
Looking ahead, we anticipate an even brighter outlook for 2024. With signs of inflation stabilizing, we are optimistic that consumers will have greater purchasing power, particularly in the realm of clothing.
Carved in Blue: What are the new opportunities of the current period in the denim industry, and where do you see TENCEL™ fibers fitting these?
Tim: The emerging preference for a dressier aesthetic holds significant importance in the denim market. We are actively adapting to this trend by introducing a new collection that embodies a dressier appearance while preserving the essence of denim. TENCEL™ fibers play a pivotal role in this evolution, as the shift towards a softer, sleeker and more draped style aligns perfectly with its attributes.
Carved in Blue: What’s the most interesting or exciting recent development from your company?
Tim: One of the most compelling developments we’re excited about is our City Hike denim collection. It offers the appearance of denim but addresses the common issue of fading. We’ve been attentive to the growing demand for jeans that retain their blue hue without fading over time, and our new collection is tailored precisely to meet this demand.
Carved in Blue: Could you share your predictions for the denim industry in 2024?
Tim: We are witnessing a shift from casual to a more sophisticated attire, as evidenced by the growing demand in our woven business. It’s clear that this trend will soon permeate the denim market. Exploring avenues to integrate Lenzing ECOVERO™ black viscose into our forthcoming offerings is a strategic move, promising denim with a rich, saturated black hue and an unparalleled tactile experience. Pricing challenges remain a constant in this industry, particularly with the abundance of conventional denim supplies. However, our approach is staunch: prioritizing quality and innovation. By emphasizing these pillars, we aim to carve out a distinctive position in the market and reinforce our commitment to delivering superior products that resonate with discerning consumers.
PROSPERITY TEXTILE & STELLA BLU TEXTILE
Stafford Lau, director, Prosperity Textile (HK) Limited
Marco Stefanelli, director of marketing & business development, Stella Blu Textile Limited
Carved in Blue: How did your mill close 2023? What were the highs and lows of last year? How has 2024 been so far for your company?
Stafford and Marco: In 2023, the operations were running smoothly and efficiently after three years of epidemic. We implemented strategic planning and resource allocation in our Vietnam facility to optimize production processes and meet market demand. Additionally, we continue to input technological advancement and commit on sustainability practices.
In 2024, we are increasing our effort and focus on future denim program without the need of denim dyeing and jeans laundry. Our new facilities are under installation and ready in the first quarter to cope with increasing market demand in development and bulk.
Carved in Blue: What are the new opportunities of the current period in the denim industry, and where do you see TENCEL™ fibers fitting these?
Stafford and Marco: Lenzing is one of our strategic partners in terms of material sourcing. TENCEL™ fibers are well-known for eco-friendly production processes and sustainable characteristics. With the increasing demand for sustainable fashion options, brands are looking to incorporate Lenzing fibers into our products to appeal to this market segment. Lenzing fibers offer superior comfort and performance properties, making them a desirable choice for denim and denim blended fabric. By leveraging these unique qualities, Lenzing fibers have the potential to revolutionize the denim industry and establish themselves as a key player in the sustainable fashion movement.
Carved in Blue: What’s the most interesting or exciting recent development from your company?
Stafford and Marco: We received lots of positive feedback in Stella Blu Clone products on which it is able to provide denim tone, unique washing effect and artwork precisely cloned and accurately transferred in one shot.
Carved in Blue: Could you share your predictions for the denim industry in 2024?
Stafford and Marco: Denim product is [undergoing an] ongoing shift toward to more casual and comfortable focus. It will likely drive the popularity of relaxed fit and athleisure-inspired denim styles. Also, the growing influence of social media and digital marketing and even AI will play a key role in shaping consumer preferences and driving sales in the denim industry. Overall, we foresee the denim market will remain dynamic, offering exciting opportunities for both established denim brands and emerging players in the industry.