The denim market is pursuing new identities and developments for s/s 2022 (also read her and here). SI has found out more trends, technical innovations and strategic hubs this market will focus on.

At home with style and unisex are the future
After months of lockdown many consumers have become used to wearing comfy clothes all day long. Also denim will follow this trend focusing on the new home outfit cool for s/s 2022.

Isko x Miles Johnson eco collaboration
Photo: Isko
Isko x Miles Johnson eco collaboration
Part of Isko’s offer matching this trend are, for instance, its 360 degree stretch denim Isko Blue Skin, providing enhanced comfort while keeping an authentic denim look, Isko Bluejym, advanced patented technology delivering dynamic stretch and athletic performance, and patented woven technology Isko Future Face, as comfortable as a sweat pant, though perfect for pieces that are faithful to a true denim image.

Also Sharabati has increased its offer of products that make consumers feel both comfortable and stylish at home. To meet this need, it has launched the Diversity group, a line of fabrics characterized by different weaves, and a selection of printed fabrics.

If comfort is a new must also unisex products will grow in importance at consumers' eyes. Calik Denim believes that unisex product groups will increase and the concept of body size will decrease. For this the denim specialist has developed some new technologies such as its Selfsized and Smart Stretch technology. Thanks to these developments one single size jean can fit a wide range of different sized wearers perfectly due to its ultra-high elasticity and cotton for maximum comfort and softness. With this feature, the risk of buying wrong size jeans–especially in e-commerce–can be reduced significantly.


Hemp gets re-engineered
For s/s 2022 the denim market has further increased its offer of hemp fabrics as this fiber can be grown faster than cotton, with little water, requires no pesticides, is very resistant and lasts long. For this season this fiber is offered in new combinations with other fibers - high-tech and natural ones - in order to further enhance its particular characteristics. Among companies focused on its use there are Foison Denim, Iskur, Naveena, Orta, Sharabati and House of Gold.

Orta’s Here4good collection includes fabric innovations that stress less the aspect of cultivating natural fibers, while it focuses more on eco-engineered and climate friendly habits. Its Gen H collection offers denim innovations with engineered hemp that provide stretch, durable and comfortable fabrics and also incorporate CBD, Cannabidiol, a beneficial substance used in the beauty and wellness industry.

Orta has also mixed hemp with cotton and recycled cotton for different aesthetics fabrics, including rigid, stretch, shirting materials, undyed ecru fabrics and ready for dye stretch fabrics. The Gen H family also offers a mix of 20% hemp and 20% recycled cotton for mid-weight authentic stretch denims. In addition to Gen H concepts it also offers Zero-Max, made with Tencel Lyocell, hemp and no cotton.

Denim by Naveena
Photo: Naveena
Denim by Naveena
Naveena uses a vast selection of natural fibers including hemp, but also biodegradable alternatives to polyester and elastane, and is focused on developing sustainable processes that will lead the company to create a 100% sustainable denim.

Sharabati’s new Ecocentric concept offers fabrics made with mixes of linen, hemp, Lyocell and Modal–all materials that keep cool in summer, are environmentally friendly, easy-to-wear and easy-care.

House of Gold is also launching a selection of over 50 different articles made with hemp blended with other fibers like organic cotton, natural fibers and Tencel, just to name a few examples.

Iskur has enlarged its Earthsquad selection of fabrics made with natural fibers such as linen, soy protein fiber and, obviously, hemp.

Cordura is also developing a series of new hemp blends that it will launch between late 2020 and early 2021. Its innovative developments will bring hemp’s characteristics of high-tenacity, strength, durability, versatility and sustainability to Cordura. Such high-value properties will especially help knit and woven apparel collections increase their abrasion resistance, tensile and tear strength.


Are apps the future of the fashion industry?
Finding new paths for interacting withy the market is a must and working through mobile apps can be a solution. Some suppliers had already started developing their own apps for speaking directly and in faster times with customers before COVID-19 burst out. Among them there is Calik Denim that launched it in May 2019.

An updated version of Calik Denim's mobile app
Photo: Calik Denim
An updated version of Calik Denim's mobile app
Since Spring 2020 it has continued enhancing its mobile application’s functions. In addition to features that helped them showing their collections, the newest fashion and denim trends spotted around, it has just launched two new sections - Calik Denim Mobile App Blog and New Technologies & Innovations…Through them the app features some of the most important issues for the denim and fashion world every week and also publishes contribution from industry's prominent editors and influencers.
Cadica app
Photo: Cadica
Cadica app
Cadica is betting on digital innovation as well. With its new Cadica App, the Italian label and packaging manufacturer, can now get in touch with its clients more easily. The company has improved its Webshop B2B for customers with additional services, including its New Cadica App Collection through which customers can browse the company’s latest collections, examine all its labeling and packaging proposals, order samples, chat with its representatives and watch webinar explanations on materials and technics for each collection.

Until it’s not possible to travel again, this app offers a valid alternative to carry ahead insiders’ work.

Other companies choose to work via apps in order to increase sensitivity towards specific topics.

Also Orta has developed a special Orta Blu glossary application meant to share this specialised denim manufacturer's know-how on denim and sustainability. This app lets designers and consumers assess the high importance of their decisions in defining the future of the environment.  


Artistic Milliners goes natural
Artistic Milliners has recently developed Purecolor, a new dyeing technology that uses 100% natural dyestuffs without adding any synthetic chemicals. This new seven-color family offers dyes derived from the Earth’s soils. All these colors are fully certified by GOTS and meet the ZDHC MRSL Level 1 Certification Requirements. They are tested to ensure that residues contain no heavy metal traces and therefore are not harmful for babies’, kids’ and adults’ clothing. This technology has good lightfastness in production and can withstand a minimum of five home launderings. In addition to being a 100% natural garment dyeing solution, Purecolor consumes 50% less water and 37% less energy compared to standard dyeing techniques using synthetic dyestuffs. Moreover, it works in good combination with Puresoft, Artistic Milliners’ responsibly sourced, 100% organic or vegan softeners.

Purecolor palette by Artistic Milliners
Photo: Artistic Milliners
Purecolor palette by Artistic Milliners
Funky denim for PG Denim
Made in Italy denim selection PG Denim created by long time insider Paolo Gnutti likes to explore new combinations of cotton, vinyl, special printing effects and surfaces for s/s 2022. This new collection of fabrics crosses the traditional boundaries of traditional indigo fabric while staying connected with authentic Italian tradition.  We present a selection of images.
PG Denim
Photo: PG Denim
PG Denim
Jeanologia opens hub in Hong Kong
Jeanologia (also read here and here) has recently opened a new hub in Hong Kong with the aim to consolidate its internationalization process. "This Engineering Center is like a miniature factory that allows us to finish the production of jeans in an eco-efficient way and share our know-how by training local companies,” says Jordi Juaní Moragas, director of Jeanologia’s Asia division. "A few years ago we started a new expansion strategy, integrating ourselves into the industrial fabrics of the countries where our clients come from. It is no longer enough to export, to achieve the revolution we want in the textile industry, we need to establish ourselves in those countries,” he adds.
Jeanologia Hong Kong engineering center
Photo: Jeanologia
Jeanologia Hong Kong engineering center