Last week the international Kingpins fair was being held in Amsterdam, an exciting fair where denim and jeans experts from around the world meet. At the same time there were the Amsterdam Denim Days and the streets turned indigo. Messages hit the news like ‘the skinny jeans is out and the jogg jeans is in’, or new jeans with myriad additions like aloe vera or even aspirin. Thus: a lot of innovation. People in the field are working hard and especially in technology there is new development aplenty. In 2008 we researched denim as a fashion item and came to the conclusion that it is the most fashion stable piece of clothing on the market. Then people generally owned 5,4 pairs of jeans. People under thirty even had 7,7 pairs and together in the Netherlands we had about 80 million pairs of jeans in our wardrobe. Back then the Dutch were willing to pay between the thirty and a hundred euro for a pair of jeans, now it actually should not be more than 49,95. The numbers do not lie.
We hear a lot of bad news about the fashion industry, especially the phenomenon called ‘fast fashion’, but that does not sufficiently cover the truth. There is a lot of good news as well, as there is ever more progress and development in the industry. The use of water in factories has been drastically lowered and it is still continuing to do so. Pollution is a lot less, compliance and 'code of conduct' are bigger than ever, just like social security and safety in factories that deliver to the West. After visiting Kingpins and having talked to some of the leaders of the industry we are even more than in 2008 convinced that the pair of jeans is the fashion item of the future and we can also add that the jeans we are wearing now are better produced than a few years ago. Hence we would like to introduce the concept of Fast/Vast Fashion, which means that jeans, and mass fashion in general, is rapidly becoming more sustainable. For us that is real news. In the summer issue of SecondSight we shall share more numbers and insights, which will hit the shops in June.