Maeen Md. Khairul Akter
Denim, a straight-forward cotton woven fabric is, perhaps the most desired fashion product today. Denim is cut & sewn in a diverse variety of attires that are fit for all ages, all seasons and for all occasions. That’s what made denim a valuable fashion item and the augmentation in the numbers of customers purchasing it is really evident. Blue jean is probably what one thinks of, when denim is concerned, but the application of denim has actually gone pass the customary trend. And with the evolution of knit structure and comfort in denim, now it is the most preferred category of fabric used in the fashion industry. And no surprise, ten percent of total cotton production of the world is being weaved into denim.
Denim can be considered as the staple garment of the world as all of the people irrespective of their location, age, gender and status own a pair of jeans or two. It’s hard to find a wardrobe where there are no denim products in it. Europe, America or Asia, denim is the most common casually used outfit. Now what is this wonderful fabric? Denim, as it is defined is a woven fabric with 100% cotton yarn. And when it is sewed into a pair of trousers it is termed as jeans. In the 1800s unless you were a cowboy or working in the railroad, denim was not meant for you. The fabric actually evolved as the American gold-miners demanded something to wear that can withstand the work-stress and don’t tear up easily. A man namely Leob Strauss came up with the solution and started wholesaling it to those who needs it. Afterwards as the invented fabric was working perfect for the workmen, he patented it. He changed his mane to Levi, and the most ancient brand of denim evolved named Levi Strauss. Today, still it is one of the biggest fashion brand of denim jean but the product is not anymore confined to the workmen rather has evolved as a great fashion wear. Now, fashion brands that design and market denim products are endless. Everyday new styles and new designs are born and all of them are accepted warmly in the market.
Since the commencement, worldwide market of denim has been evergreen. Centuries ago, denim had a limited usage but with the versatility of its utility now the demand for denim is always sky high in the global market. Irrespective of any market condition, denim get ready acceptance to the consumers.
And no surprise the global market for denim is projected to reach a mammoth 102.5 billion dollars by 2025. Though United States were the major denim producer throughout the history, but now with the emergence of the Asia pacific countries like, China, India, Pakistan and Bangladesh you can say denim is not any more an American product. In fact, as of 2020, Bangladesh is now the largest supplier of denim to European countries and 3rd largest supplier in USA.
Style and design, the controlling factors of denim market changes every year and offers its customers with new functional blueprints. In 2010, it was skinny fit and low-rise style that dominated the market. In the next 5 years it was overtaken by flare style and high rise designers’ jeans. In the contemporary years more comfort is incorporated as knit structure is integrated in to denim.
Starting from streets of London to the Bollywood sets in India, on any given day the greater part of the world’s population is wearing only one textile – denim. The world population wears jeans 3.5 days a week with the highest amount being in Germany at 5.2 days a week. In Germany a typical person owns 8.6 pairs of jeans on average. More than 6 out of 10 people say that they enjoy wearing denim. So by contrast, the number of people who don’t like to wear denim is very low. In Russia only 13 percent people are found who don’t own a pair of jeans.
Trend of wearing jeans is evident in different parts of the world but there is a clear difference in how much people are willing to spend on a pair of jeans. There are not many who are willing to spend more than 80 US dollars for a pair of jeans. Though, America is where denim was born, interestingly most of the Americans are not prepared to pay more than forty US dollars for a pair of jeans. In Russia, around 76 percent of the people are willing to spend only 20 US dollars for a pair of jeans, 26 percent are ready to pay 120 US dollars, 10 percent are ready to pay 200 US dollars and only 5 percent are willing to pay as much as 280 US dollars for a pair of jeans. The designers’ signature jeans are even more costly and can cost you up to 500 US dollars. In the UK context, 63 percent people spent less than 47 US dollars for their last pair of jeans, and only 3 percent spent more than 120 US dollars. This is another beauty of denim that it is offered in a broad price range. Consumers who are only willing to pay 20 US dollars have plenty of choices in the market whereas; consumers who can pay even 500 US dollars have their choices in the market too.
The jeans, final product from denim fabric are the most popular pant in the clothing arena. But the fashion world is not confined to bottoms and versatile tops are also designed with denim now as you have quite a range of fabrics to choose from. There is no other fabric that provides the fashion designers with so many options to play with. Hundreds of different washes and laundry techniques make hundreds of designs out of the same fabric. As denim is naturally a woven fabric, it sometimes characteristically fails to fulfill specific needs of the conscious and sophisticated customers who are more cognizant about comfort and flexibility. Development of knit denim produced by existing knitting machinery is proving to be a very successful diversification in the denim world. And with both woven and knit structure denim has really advanced to the next level comparing to any other fabric. It’s a fabric that has a glorious past and no doubt it has a great future as well.