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Denim and its prospect as a fashion product

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. This article tells you about Denim and its future as a fashion product.


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. 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. The global market value of denim products are projected to reach a mammoth sixty five billion dollars by 2015.

The global market value of denim products are projected to reach a mammoth 65 billion dollars by 2015. And no surprise, 10 percent of total cotton production of the world is being weaved into denim.

One major characteristic of denim is the amount and variety of off-structure effects that can be designed on it. There are numbers of different denim wash technologies that impart variable color-shades. The most interesting part of denim fabric is probably its irregularity. Where manufacturers toil hard to keep fabrics free of structural and design errors, denim is deliberately made a bit indecent & faddish. In fact a denim jean manufacturer spends more to scratch-out and tear-up a pair of jeans, than what he spends to sew it. The utility of denim is also a big reason behind its success. Though it started with the cow-boys who used it as work-wears, now the knit denims are being used widely even as comfortable leggings for girls.

History and evolution

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 needed 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.

clip_image003Figure: Gold Miners at Salina Miners, Colorado, 1950(Source: Levi Strauss & Co)

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.

Global market trend of denim

Since the commencement, worldwide market of denim remains 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 sixty five billion dollars by 2015. Though United States were the major denim producer throughout the years  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.

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 2011 it was overtaken by flare style and high rise designers’ jeans. This year 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. Only Americans purchase around 450 million pairs of jeans every year. 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 eighty 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 world population on average wears jeans 3.5 days a week.

Knit denim, the latest technique developed in denim

The classical denim is a strong durable heavy fabric made from cotton, constructed in a twill weave and woven from coarse indigo dyed or sulphur dyed warp and grey un-dyed weft yarn. Conventional woven denim is not as soft in texture as other knit fabrics and so applications of denim in fashion design that demands elasticity is limited. Since denim takes up a large share of the market in the present world, and knitted fabric has various structures which allows it to fit body shapes and be comfortable, a new way of combining the two methods of fabric construction to create a “Denim effect using knit structures” is developed. Recent survey on children’s denim products showed that comfort, softness and easy care, lightweight and fabric quality of the attributes are considered to be important by both parents and children. Knitted denim fabric with its delicate structure, clear lines, soft, breathable comfort, playing quality thin features is the ultimate solution putting both fashion and comfort in balance.

clip_image006Knit Denim; brings back the elasticity and comfort

Knitted denim is becoming popular in the increasingly crowded denim market, and rapidly capturing new business opportunities. With the varieties of knitted denim continues to expand, knit denim can be used as absorbent, antibacterial and health care purposes, as well as in the T-shirts, children’s clothing, sleepwear, underwear, sportswear, casual wear, fashion, etc.


The jeans, final product from denim fabric are the most popular pants 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 fulfil 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 ahead as well.

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