This Mill May Have Hit on the Next Big Trend in Denim

seazon-warp-stretch-denim

Denim has been tiptoeing away from stretch and skinny in favor of more rigid, vintage styles, but some consumers can’t let go of the comfort that came with the more pliable pants.

Seazon, it seems, has a answer.

Debuting their warp stretch denim for the first time at Intertextile Shanghai last week, the high-end denim fabric developer (more formally known as Foshan Seazon Textile and Garment Co.) based in the Guangdong Zengcheng area of China called the concept its “secret weapon.”

Instead of the four-way stretch that’s also a big trend in denim and part of Seazon’s repertoire, too, these jeans stretch in the warp, meaning they stretch vertically instead of horizontally, avoiding the puckering around rips and holes that are evidence of a spandex presence.

“Warp stretch looks like rigid, but it’s actually comfortable,” the company’s marketing director, RuYi Zhong, said. “We always want to be one step ahead than the others.”

Seazon, which counts H&M, Lucky Brand Jeans, Levi’s, Zara and Scotch & Soda among its customers, and lets its full-fledged technology and R&D department lead the way to the market, has seen the changing trends in denim. Consumers are increasingly seeking four-way stretch, vintage looks and much wider legs than have been popular in recent years.

In considering those trends, the company acknowledged men’s greater preference for more stretch in their denim, while noting that women have opted for the more rigid looks—though they still don’t want to sacrifice on comfort.

“Because we have so many stretch garments, it’s difficult to go back to rigid,” Zhong said, signaling the athleisure trend as playing a big role in the company’s latest development.

So far, the warp stretch denim, which Zhong said couldn’t be found at any other exhibitors in the show’s Beyond Denim zone, has been a hit with buyers and brands. Some have already started sampling the fabric.

“We see customers giving very good feedback and they think it’s a brilliant idea,” Zhong said. “Denim is no longer the workers’ wear, simple wear. We consider it’s very fashionable as well. Whatever other pants can do, denim can do.”


Recent News

From Marketing Ploy to Mainstream Players, Sustainable Fabrics Come Into Their Own

Once the purview of independent designers, “green” textiles are no longer relegated to the sidelines; they're now reshaping traditional supply chains and closets.

This content is for Annual, Monthly and Limited members only. You can read up to five free articles each month with a Limited Level Subscription. Please log in, or register.
Log In Register
Read more

JC Penney Expands Sephora Partnership With More Doors, Larger Formats

JC Penney today reiterated plans to deepen its relationship with the beauty chain by adding in-store shops to 70 of its locations and growing the footprint of 32 more by almost 50 percent.

This content is for Annual, Monthly and Limited members only. You can read up to five free articles each month with a Limited Level Subscription. Please log in, or register.
Log In Register
Read more

The Week in Denim: Sustainability, Fashion & History

From fiber companies to designers, the denim industry came together in Amsterdam on Friday for Kingpins Transformers: The Cost of Sustainability. Plus, 496 Fabric Lab debuted a new denim collection.

This content is for Annual, Monthly and Limited members only. You can read up to five free articles each month with a Limited Level Subscription. Please log in, or register.
Log In Register
Read more

Sears Appoints New CFO, Outlines Additional Cost-Saving Measures

In a bid to prolong what many feel is the inevitable, Sears is accelerating its cost savings strategy and looking to offload more real estate to gain liquidity, as sales remain elusive.

This content is for Annual, Monthly and Limited members only. You can read up to five free articles each month with a Limited Level Subscription. Please log in, or register.
Log In Register
Read more