Mill Update: Pakistan Producers on the State of Denim Part 2
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, Pakistan-based mills Indigo Textile and Kassim Denim provide their denim update.
INDIGO TEXTILE
Shahrukh Feroz, head of business and product development
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?
Shahrukh: The past year presented a series of highs and lows with global challenges significantly impacting our community, navigating through the complexities brought about by various global issues. However, as we step into the new year, there is a sense of anticipation and optimism. We look forward to the promising opportunities that 2024 may bring, fostering a more productive and resilient future for our company.
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?
Shahrukh: In the current phase of the denim industry, there is a notable surge in demand for cellulosic fibers, especially in non-stretch assortments. TENCEL™ fibers play a pivotal role in this scenario, as their combination with cotton blends yields remarkable results, offering an authentic and lustrous appearance. This synergy positions TENCEL™ fibers strategically to capitalize on the emerging opportunities within the industry.
Carved in Blue: What’s the most interesting or exciting recent development you have seen in the industry from other companies or institutes? And what are you most excited about internally?
Shahrukh: One of the noteworthy recent developments we’ve observed in the industry is the emergence of bio-based pigment coating. This innovation holds significant promise, aligning well with our commitment to sustainability and commercial viability.
Internally, our excitement is centered around our latest dyeing shades, particularly the captivating transition from blue to grey in the color spectrum. We are enthusiastic about the unique features of our new hues, such as blue grey, and the visual impact they bring to our product line.
Carved in Blue: Could you share three predictions for the denim industry in 2024?
Shahrukh: Anticipated trends for the denim industry in 2024 include a heightened demand for loose and draped styles, especially those incorporating non-stretch and comfort stretch with mechanical stretch. Popular in stores will be combinations like denim tops paired with denim bottoms, emphasizing roomier fits, utility influences, and a trend toward softer appeal. Sustainability is expected to be a key focus, with linen coupled with viscose made with Circulose and recycled fibers addressing environmental concerns. However, the industry may witness an upward shift in pricing, reflecting the prevailing outlook on pricing trends.
KASSIM DENIM
Imtiaz Ishaq, director of marketing
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?
Imtiaz: In 2023, the denim industry faced several challenges, including the impact of global issues such as war and inflation, which led to reduced buying power worldwide. Despite these difficulties, we managed to navigate through the year with resilience. We experienced highs in terms of our team’s dedication and efforts to maintain production levels and meet customer demands, even in challenging circumstances. However, the lows included the need to adapt to supply chain disruptions and manage increased costs.
Fortunately, 2024 has brought a more positive outlook for our company. The year has started off better, with signs of stability and improvement in business conditions. We have been able to capitalize on new opportunities and have seen a gradual recovery in the market. We are hopeful that this trend will continue throughout the year, leading to a more stable and successful period for our business.
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?
Imtiaz: The denim industry is seeing some exciting new opportunities right now. One big trend is the increasing demand for sustainable materials and also slouchy and loose fits are in trend. TENCEL™ fibers fit perfectly into this trend because they are known for being eco-friendly with soft and drapey handle. It’s a great alternative to traditional denim materials, and it’s really resonating with consumers who want more environmentally friendly options. So, TENCEL™ fibers are well-positioned to take advantage of these new opportunities in the denim industry.
Carved in Blue: What’s the most interesting or exciting recent development you have seen in the industry from other companies or institutes? And what are you most excited about internally?
Imtiaz: One of the industry’s most exciting recent advancements is the adoption of circular denim practices by top brands. This practice involves recycling old denim to create new fabrics, which helps reduce waste and environmental impact, whether using cotton, viscose, polyester or other functional fibers. Additionally, the market is transitioning from recycled or organic cotton to regenerative cotton to promote soil health and sustainable farming practices.
Internally, we are particularly enthusiastic about our research into innovative dyeing techniques that minimize water usage and chemical waste. This research contributes to a more sustainable denim production process.
Carved in Blue: Could you share three predictions for the denim industry in 2024?
Imtiaz: Increased demand for sustainable denim: Consumers are becoming more conscious of environmental issues, leading to a higher demand for eco-friendly denim products.
Rise of customization and personalization: With advancements in technology, we expect to see more personalized denim options, allowing customers to tailor jeans to their preferences.
Focus on transparency and traceability: There will be a greater emphasis on transparency in the denim supply chain, with consumers demanding more information about the sourcing and production of their denim products.