Mills Update: North and South American Manufacturers on Denim Market Moves
Over the past few years, the denim industry has had ups and downs as consumer and market demand ebbs and flows.
With the first half of the year in the rearview, Carved in Blue is checking in with denim mills to get their take on how 2024 is shaping up. Are sales rising or falling? What is driving demand? Which trends are taking off? And how are they addressing market needs? Read on to hear insights from Canatiba Textil and Cone/Elevate Textiles.
CANATIBA TEXTIL
Felipe Covolan, sales and export director
Carved in Blue: Was the first half of 2024 positive, negative or stable for your company?
Felipe: It was a positive semester with a very strong entry into our line of special fabrics as well as a market with a very optimistic attitude and open to differentiated fabrics, as the market understood that working on the basics generates a very fierce price dispute.
Carved in Blue: How would you describe current demand? Has she changed in the last few months?
Felipe: We have two interesting fronts: on the one hand, the brand’s desire for special fibers that bring a unique aspect to the product, and on the other hand, the search for the product that balances the demand for brand related to a quality competitive product so that there is a balance in the collections.
Carved in Blue: What has surprised you most about 2024 so far?
Felipe: The demand for special products with blends of TENCEL™ Lyocell, viscose, linen and cotton fibers was certainly a big surprise as they are constantly growing all year round, regardless of the season our client is working on.
Carved in Blue: What trends or styles do you see gaining traction and how are you constructing fabrics to match these looks?
Felipe: Fabrics with a rustic, natural appearance are certainly the hot topic for more tailored styles, however our line of fabrics that offer performance are not far behind. The subject of functionality with a refined appearance has a very strong importance in this market, and we continue to create in these two aspects, never losing our drive to innovate and bring new things to our customers, and of course always keeping in mind the sustainability of our products.
Carved in Blue: Could you describe the latest releases in your collection?
Felipe: In this latest collection, we continue with the aim of natural textures, colors and high-performance fabrics, and regardless of the fabric, the premise that it is ecological in some aspect of its design.
Carved in Blue: What are your predictions for the second half of the year?
Felipe: The second half of the year is still in the search for naturals, as tailoring is very strong, but denim is not left behind, because as I said, if on one side there is the refined aspect of tailoring bases, on the other side there is the demand for performance and functionality of the product that adapts to any customer needs.
CONE/ELEVATE TEXTILES
Kevin Reardon, senior vice president of commercial sales
Carved in Blue: Has the first half of 2024 been up, down or flat for your company?
Kevin: The first half of 2024 has been up versus the second half of 2023. Brands are looking for newness and novelty. Brands are also showing interest in families of products and continue to request denim that includes sustainable attributes.
Carved in Blue: How would you describe the current demand, and has it changed in recent months?
Kevin: Demand has been relatively flat through the first half, however, we continue to see upticks in nearshoring, which is a positive sign.
Carved in Blue: What has surprised you the most about 2024 so far?
Kevin: Most surprising for me is the drastic increase in transportation costs throughout the first half of the year. There have been recent reductions, however, they remain extremely high.
Carved in Blue: Which trends or styles do you see gaining traction, and how are you building fabrics to suit these looks?
Kevin: We are seeing an uptick in novelty fabrics such as stripes, ultra soft lightweights as well as fabrics that include our iconic constructions in heavier weights.
Carved in Blue: Could you describe your latest collection launches?
Kevin: The highlights from our latest collection, FW26—including a smokey casted shade story, a collection of fabrics that embody luxury, our Western and workwear capsule, and fabrics with increased yarn character and texture—are tracking well.
Carved in Blue: What are your predictions for the second half?
Kevin: Continued demand for novelty and lightweight fabrics used for five pockets as well as denim apparel silhouettes—all with sustainable attributes. For the second half of the year, it appears the forward vision from brands is still only a couple months out. Hopefully, this will improve as we move forward into 2025.