It’s no secret that “denim is a dirty business.” But does this mean our love affair with denim is over?
To open the KingPins 2016 Amsterdam Show, on Monday October 24, 10 leaders transforming the denim industry were invited to answer one question: Is the scary part of hazardous chemicals on the way?
The day, dubbed the “Transformers” invited a range of perspectives from the chemical industry, manufacturers, brands, and industry coalitions, and while there was certainly some debate, common themes emerged.
We’re in the Land of (regulatory) Confusion
A clear theme which chemical companies worked hard to articulate are the multitude of regulations they face in conforming to green chemistry standards, and the high cost they face in doing so.
“We’re in the land of confusion,” said Miguel Sánchez Gavilán from Achroma. Miguel stressed that in his experience, many brands are reluctant to pass the cost onto consumers, however he said, “once these new technologies, methods or products become the standard, the cost will become diluted.”
Miguel also proposed that brands need to work harder to articulate why the cost of a certain product might be higher if more sustainable methods are used, and insisted that if the consumer were better informed, they’d be more willing to pay.
“However,” he did note, “I asked my 10 year old daughter if she’d be willing to spend $5 more on her jeans if it would save the planet, and she pleaded that $5 could buy a lot of things. I haven’t done a very good job educating her yet,” he admitted.