With approximately 6 billion pairs of jeans being sold around the world every year, denim brands around the world are being pressurised to adapt manufacturing processes that tackle environmental issues. Denim production can be extremely resource intensive, as it uses incredible amounts of water and toxic dyes. On an average, it takes about 70 litres of water to make a single pair of jeans from denim fabric but times have changed and manufacturers as well as brands are innovating to reduce their water footprint to make jeans by over 95 per cent.
A lot of factors are forcing denim manufacturers to go green. Pepe Jeans has introduced a sustainable range of denim in its entire stores pan India which further proves its commitment towards sustainable products. The factors driving this change include changing values of society– durability and sustainability becoming increasingly important especially among young people. The core consumer group for this range is the new age millennial who is aware and motivated by concerns which are for his personal well being as well as of global consideration. Around 93 percent of global consumers expect their brands to support social and environmental issues.
Innovative concepts to boost sustainability
Initiatives by Wrangler indicate sustainable denim is progressively becoming a prerequisite for brands to sustain themselves. Wrangler, for instance, not only uses sustainable/recyclable materials but is also introducing innovative practices such as ethical cotton sourcing to ensure a fair compensation to farmers. Similarly, Numero Uno has introduced a concept called ‘One Glass Water’ Jeans by Numero Uno. This concept involves a combination of multiple processes that uses laser technology, ozone treatment with minimal water and other chemicals to achieve the desired final output.
As the price range of sustainably manufactured denim is comparatively higher than other collections, brands look to rake in nominal sales and from these collections. The price range of sustainable merchandise by Wrangler starts from Rs 3,000 and goes up to Rs 4,000; Pepe Jeans range is between Rs 4,999 to Rs 5,999 and the One Glass Water Jeans collection by Numero Uno is priced between Rs 2,699-Rs 2,799.
Tier-III markets yet to make a mark
While Tier I, II markets are opting for sustainable denim collections, Tier-III markets are yet to expand in this segment. However, sustainability and environment conscious lifestyle is likely to trickle down to these cities also. With manufacturers and retailers striving to embrace green methods and developing new techniques for producing jeans sustainably, the trend is efficiently pulling in more manufacturers and suppliers across the world.