Spring/Summer 2021 Trend Forecast: ECO-MINDED DENIM

The project explores the imagination of how the current challenge of denim production pollution might evolve in the next decade, the development of the concept of ECO-MINDED DENIM for Spring/Summer 2021, and how it could be part of the solution. Created in 2019 using Adobe Illustrator and Photoshop for Fashion Market Influencing Factors.

Current Challenge & WGSN Trends

CURRENT CHALLENGE: Since denim goes well with almost all kinds of outfits, everyone has denim garments in their closet. The demand for denim is tremendous. However, the production of denim is extremely harmful to the environment. The dying of denim involves heavy metals, such as cadmium, sulfur, lead, and mercury, which are polluting and harmful. When factories wash denim, the dying chemicals go into washing water. Because of convenience and consideration of costs, the waste washing water is often untreated and discharged directly into rivers nearby. In addition, when consumers wash their chemical-dyed denim garments at home, the chemicals go to domestic water and end up in a water body nearby. After going into water bodies, the wastewater with dying chemicals pollutes water in nature. It kills aquatic creatures and makes the water undrinkable and unusable for human beings. Since all of these polluted rivers and water bodies eventually end up in seas and oceans, it will cause greater pollution and send pollution to water bodies all over the world. WGSN TRENDS: Our impact on the planet is becoming increasingly obvious, with pollution, flooding, droughts, and extreme temperatures becoming more frequent, and the need to address this will become more urgent in the coming years. For A/W 20/21, colored denim with the consideration of environmental and social responsibilities will continue to have a significant impact and be a major trend. Prints and patterns will evolve to be more eco-minded. Dying will be done in a more eco-friendly way through water and chemical savings, and will evolve to include formats with a stronger handmade quality. For the Big Idea 2021: denim, it will involve denim production processes and designs that are more eco-friendly and adaptable.

How this challenge could affect consumers' expectations? How other fields offer solutions?

Because of the current challenge, consumers now have raising awareness of the environmental harm caused by traditional denim. They are worried about the current environmental situation and they are afraid that pollution will become more serious. They feel a sense of guilt about the purchases of traditional denim they made before, which have probably contributed to the pollution. Although the traditional denim is polluting, as an essential piece in the closet, consumers would still need to buy denim garments. However, they expect denim with the value of eco-minded and takes environmental issues into consideration. They expect denim products to align with the trend of environmental responsibilities and sustainability. They expect denim which saves dying chemicals and doesn’t cause dying pollution or denim that even helps to reduce pollution. They also want the production of denim to be eco-minded, adaptable, and sustainable. At the same time, they expect denim products to have high-quality as while as being strong, durable, functional, comfortable, and adaptable for all life situations.

ECO-MINDED DENIM Characteristics & How it offers solutions to the challenge?

The “rust denim” is a type of denim using pollution-free safe dyes. Instead of dying with traditional toxic chemicals, “rust denim” is dyed with processed urban pollution waste, such as wastewater sludge and metal waste. These substances are collected from various pollution sources. After removing all the harmful chemicals away from these substances, these substances become 100% safe, pollution-free, toxic-free matters containing various color pigments. For example, there is grey, yellow, and brown from wastewater sludge and various colors from metal waste. Denim produced with these special dyes has an original appearance and unique aesthetic. The use of the potential in pollution creates a beautiful artistic “contaminated” effect. Besides, the dying process does not cause any pollution. Furthermore, it helps to eliminate and recycle urban pollution wastes and makes cities cleaner and better.

ECO-MINDED DENIM Aesthetic Direction

“Rust denim” has a unique artistic aesthetic. It is inspired by a mix of naturalism and industrialism. There are patterns resembling tie-dye to show a “contaminated” or “rust” effect. It looks similar to pollution spreading in water as well. “Rust denim” is available in a wide range of color choices. A piece of rust denim may have many colors. Colors transit each other naturally. Each piece of rust denim is original. The patterns on each piece and the way colors transit each other are unique. There won’t be two pieces that look the same. The appearance of rust denim is natural. It has a sense of random, dynamic, and fluidity.

ECO-MINDED DENIM Trend Board

The concept of ECO-MINDED DENIM is illustrated with a Trends board using fashion products, hair & beauty, retail environments, culture, technologies, etc.