Pakistani Denim Mills Talk COVID Challenges and Sustainability Strategies
During the pandemic, denim mills are coming together as colleagues rather than competitors to chart a course forward.
A Carved in Blue panel of Pakistani denim mills covered the current challenges due to COVID-19 and their priorities as they look at post-pandemic operations. Panelists are beginning to see a surge in orders due to pent up demand and they are getting back to full capacity.
In recent years, Pakistan’s textile industry has seen increased competition from Bangladesh and Vietnam, but its vertically integrated denim production could make it more appealing as buyers seek to avoid future supply chain disruptions.
Even in these challenging times, the mills are investing heavily in both environmental and social good. Social programs range from educational efforts to pushes for gender equality in the workplace. Meanwhile, mills are cutting back on their environmental footprints through reduced water and energy consumption and sustainable materials and dyes.
While the speakers are all tackling sustainability and the current market in their own way, one thing that unites these denim makers is their jazba—or passion—for jeans.
Here are some highlights from the conversation.
On the imbalance between capacity and consumption:
“The purchasing power of the customer is diminished 40 to 50 percent, so the denim industry will shrink before it can grow…We will see an imbalance of supply and demand in the near future. And the growth in our industry is all about understanding the needs of our customers, but it’s a broader perspective than we are used to,” said Ebru Debbag from Soorty.
On the outlook for Pakistani denim companies:
“Going forward, agility is going to be the name of the game. If I’m to ship my fabrics to Sri Lanka or Bangladesh, it’s three to four weeks’ transit time. And I don’t see that buyers going forward will be waiting for three weeks. They would rather pay an extra 50, 70 cents to Pakistan and get the fabrics. So I believe that Pakistan will come out very strong once the markets resume,” said Rashid Iqbal from Naveena Denim Ltd.
On investing in the made in Pakistan brand:
“The big investment of all the Pakistani companies has to be in marketing themselves. It’s years…that we are trying to change the mood again of the Pakistani industry. Due to the past that was the post 9/11, everybody doesn’t think [well] about Pakistan,” said Max Del Lago from Artistic Fabric Mills.
On post-COVID fabric trends:
“I think it’s important to redefine what trend means today. And in my opinion, moving forward, and especially in the post-COVID world, it’s very likely that we will not witness fast introduced or fast consumed trends anymore…I think seasonless, low impact, functional, comfortable, smart fabrics that meet the customers’ increasing demand of wellbeing will be on the rise, and I think denim fabrics of today with new fibers, constructions, and treatment technologies meet this demand perfectly,” said Aydan Tuzun from Naveena Denim Mills.
On whether there can be too much transparency:
“The final consumer is already aware of the fact that they need to buy less but better, and they now also care about how and where their clothes are made. So manufacturers now almost have no choice but to be more transparent…If the consumers hold brands responsible and they in turn ask for more accountability on their suppliers, I think it’s great for the entire ecosystem and everyone is forced to improve because of this increased transparency,” said Hasan Javed from Artistic Garment Industries.
Watch the full webinar below.