Mill Update: Pakistan Producers on the State of Denim Part 3
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 Naveena Denim Mills and Rajby Textiles provide their denim update.
NAVEENA DENIM MILLS
Aydan Tuzun, executive director of sales and 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?
Aydan: In 2023, we closed the year slightly below our targets. Global economic conditions, compounded by ongoing conflicts, negatively impacted sales of our brands and consequently, their purchases from us. The upward trajectory witnessed in the latter half of the year was hindered by logistical challenges in the Red Sea beyond our control. In response, we have been endeavoring to enhance flexibility in our production processes to better support our customers.
On a positive note, there’s a growing collective commitment to sustainability, reflected in various initiatives undertaken throughout the year. Brands, particularly, have made significant strides in adopting sustainable practices, notably in the realm of utilizing eco-friendly fibers. A substantial portion of our production now incorporates organic cotton, and also recycled cotton represents around 20 percent of our total cotton usage, alongside the integration of regen fibers. We’ve obtained relevant certifications to validate these efforts.
Our focus on sustainability extends beyond fiber usage, encompassing initiatives such as SBTi (Science Based Targets Initiative), or again, U.N. Women Empowerment Principles (WEPs), indicating our comprehensive approach to environmental stewardship and corporate responsibility.
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?
Aydan: In all product categories, there has been a recent uptick in expectations for soft-touch products. TENCEL™ fibers’ ability to offer an extra soft touch and enhance the premium appearance of products seems to be the optimal solution for meeting these demands.
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?
Aydan: One of the most captivating recent advancements is the rise of alternative sustainable fibers, which are gaining prominence due to the market’s favorable reaction to recycled or upcycled sustainable fibers. It’s heartening to witness this momentum in sustainable innovation. Consequently, we have also delved into fibers like biotech and smart linen.
Carved in Blue: Could you share three predictions for the denim industry in 2024?
Aydan: Overall demand is on the rise, and while the market has yet to fully recover, signs of improvement are evident. We anticipate this trend will endure over the long term.
In essence, the denim industry in 2024 will be marked by a firm dedication to sustainability, an emphasis on creative design, and a keen responsiveness to consumer preferences. These focal points will collectively shape the industry’s trajectory for the year ahead.
RAJBY TEXTILES
Daniyal Saleem, CEO
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?
Daniyal: In 2023, our mill faced several challenges, yet we remained resilient. One notable highlight was the addition of Adriano Goldschmied, the esteemed “Father of Denim,” to our team. His expertise has been instrumental in shaping our vision, particularly in developing sustainable collections and expanding our presence in the U.S. market. As for 2024, we’ve started on a promising note, with encouraging numbers indicating positive growth. We’re optimistic about the year ahead and are committed to building on our successes while navigating any obstacles that may arise.
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?
Daniyal: In the current period, the denim industry is witnessing a wave of new opportunities, and TENCEL™ fibers are at the forefront of this transformation. Having worked with Lenzing products for an extended period, we’ve previously utilized fibers with REFIBRA™ technology and ECOVERO™ fibers. However, our current focus lies on TENCEL™ fibers, driven by their exceptional qualities and sustainability credentials. The demand for TENCEL™ has been substantial, prompting us to develop zero-cotton versions that have garnered overwhelmingly positive feedback from our clients. We believe TENCEL™ fibers not only meets the evolving needs of the denim industry but also aligns perfectly with our commitment to innovation and eco-conscious practices.
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?
Daniyal: One of the most captivating recent developments in the industry is the collective focus on sustainability among denim companies. It’s inspiring to witness how the entire denim sector is shifting towards more eco-conscious practices. A notable trend is the innovative approaches to recycling, such as the emergence of upcycled denim, utilization of deadstock materials and the creation of durable denim designs that transcend fleeting trends, like normcore. Across the board, denim players are making strides towards sustainability, whether through material sourcing, manufacturing processes or waste reduction initiatives. It’s heartening to see the industry unite in its commitment to safeguarding the environment and mitigating denim’s impact on landfills.
Carved in Blue: Could you share three predictions for the denim industry in 2024?
Daniyal: In 2024, the denim industry is poised for a transformative year characterized by three key trends. Firstly, sustainability will remain at the forefront, driving brands to adopt eco-friendly practices and materials to meet consumer demand for environmentally conscious denim products. Secondly, the industry will see a surge in circular economy initiatives, with brands implementing take-back programs and innovative recycling technologies to minimize waste and extend the lifecycle of denim garments. Lastly, digital innovation will reshape the retail landscape, with the adoption of virtual try-on technologies and AI-driven analytics to enhance the consumer experience and drive sales. Overall, 2024 promises to be a year of sustainability-driven growth, circular economy adoption and digital transformation in the denim industry.