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1- Cleaning of cotton fibers

2- Blending

3- Spinning

4- Warping

5- Dieying

6- Beaming and sizing

7- Weaving

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Opening, cleaning and removing debris and dust from cotton fiber

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Combining various grades or different types of fiber to yield the desired properties

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Fiber are drawn out and twisted together to form yarn

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Cotton is the main material for the jeans production. Its cultivation has many disadvantages, for example:

Water Usage: Cotton cultivation depends on massive amounts of water. It's necessary, almost 3.000 liters of water to produce a single cotton t-shirt. The high irrigation contributes to water scarcity and environmental degradation.

Use of Chemicals: Cotton farming is strongly dependent on pesticides and chemicals. These substances lead to soil degradation, harm non-target organisms, and pollute the water, affecting marine life.

Soil Degradation:

The usage of heavy machinery and the dependence on fertilizers disturb the soil structure and end its nutrients. This degradation weakens the soil's ability to support plant growth, increases susceptibility to erosion, and reduces the soil’s fertility.

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Transfering the yarn from different cones forms a sheet of yarn on a warp beam

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The warp yarn are dyed an indigo

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Winding the dyed rope of yarns over the beam in a sheet form. Treatment of yarn with the coating.

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Interlacing warp and weft yarns into a twist

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Diesel, Replay, and G-Star RAW

USA main jeans brands; Levi Strauss & Co., Wrangler, and American Eagle Outfitters

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Main 3 methods:

Train: Diesel fuel

Boat: Bunker fuel/Diesel fuel

Airship:Petroleum based fuel

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1. Worsening of the greenhouse effect/global warming

2. Poluting the environment

3. Health risks for workers because of exposure to toxic gas

These methods of transportation are cheaper than most but present terrible consequences. Jeans manufacturers tend to choose to prioritize cutting corners and expenses instead of worrying and reflecting on the consequences.

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This shows the lifecycle of a jeans

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Roughly about 70% of the cotton industry is labour intensive and uses a huge amount of water and pesticides.

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ZEVA DENIM - Denim Fabric Supplier & Manufacturer

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Step-By-Step Guide on How Denim Is Made: Manufacturing Process - ZEVA DENIM

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Denim is a popular fabric used in all kinds of clothing and accessories, but have you ever wondered how it's made? In this article, we'll take a look at the factory production process for denim, summarize each step, and link to a series of articles detailing each step of the process.

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The True Cost is a documentary that sheds light on the social and environmental impact of the fashion industry. It highlights the exploitation of garment workers, the pollution and waste generated in the production process, and the fast fashion culture that encourages constant consumption and disposal of clothing.

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Blockchain for Food Safety, Traceability and Supplychain Transparency

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Cotton, the fabric of our lives is a staple in wardrobes worldwide. However, is the cotton supply chain sustainable? The cotton industry, though a vital global economic player, takes a significant toll on the environment. Grown in around 100 countries, cotton is also a vital source of income and employment for more than 250 million people all over the world.

Astonishingly, conventional cotton farming accounts for nearly 25% of the world's insecticide use, contributing to widespread soil and water contamination.

The environmental impact of cotton production urges a critical reevaluation of sustainable alternatives to safeguard our planet's well-being. Sustainability in the cotton industry involves adopting practices that balance economic viability, social responsibility, and environmental stewardship throughout the entire production process.

Dive into our blog to uncover how sustainable practices are reshaping the cotton industry. From ethical sourcing to eco-friendly production, explore the green side of cotton. In this blog, embark on a journey to understand the sustainability landscape in cotton supply chains. Your conscious choices can shape the future of fashion and the planet. Let's unravel the threads of sustainability together.

Is Cotton Sustainable?

Cotton, much like other materials, has the potential for sustainability through proper processes and practices. However, the challenge arises when the demand for cotton prompts the use of less-than-sustainable methods. For instance, while intensive cotton farming may boost production initially, without the implementation of sustainable agricultural practices, it can result in soil degradation. Over time, this degradation reduces the availability of usable land for farming and diminishes the quality of cotton produced.

Water usage: Conventional cotton farming is notorious for its staggering water demands. On average, it takes about 2,700 liters of water to produce a single conventional cotton t-shirt. High irrigation needs in cotton fields contribute to water scarcity and environmental degradation. This excessive water usage not only strains local water resources but also raises concerns about sustainability, especially in regions where water scarcity is a pressing issue. Adopting water-efficient practices is crucial for mitigating the environmental impact of cotton cultivation.

Pesticides and Chemicals: Conventional cotton farming heavily relies on pesticides and chemicals, with approximately 16% of global insecticide use attributed to cotton cultivation. These substances, including synthetic fertilizers, can lead to soil degradation, harm non-target organisms, and contaminate water sources. Runoff from fields contributes to water pollution, posing threats to aquatic ecosystems. Sustainable alternatives, such as organic cotton farming, aim to reduce this environmental impact by minimizing chemical inputs.

Soil Degradation: Conventional cotton farming practices contribute significantly to soil erosion and degradation. Continuous monoculture, heavy machinery use, and reliance on synthetic fertilizers and pesticides disturb soil structure and deplete its nutrients. This degradation weakens the soil's ability to support plant growth, increases susceptibility to erosion, and diminishes overall fertility. Sustainable farming approaches, like crop rotation and reduced chemical inputs, are vital for preserving soil health in cotton cultivation.

Ethical Practices: Cotton production has faced scrutiny due to widespread human rights abuses. This concern has prompted the establishment of international regulations to promote the sourcing of cotton from ethical and sustainable origins. Notably, the Uyghur Forced Labor Prevention Act (UFLPA) stands out among these regulations, prohibiting the importation of cotton-related products from the Uyghur region of China into the United States.

Discover the top 7 best practices revolutionizing the farming industry. From regenerative farming to cutting-edge water management, these actionable steps pave the way for a greener future.

Dive into our latest blog "

Sustainable Cotton Farming Practices

Organic cotton farming eschews synthetic pesticides and fertilizers, prioritizing ecological harmony. It employs natural alternatives, crop rotation, and biological pest control, fostering soil health and biodiversity. This approach safeguards water quality and promotes sustainable agriculture. Organic cotton benefits include reduced environmental impact, healthier ecosystems, and the production of cotton fibers free from harmful residues, contributing to a more sustainable and eco-friendly textile industry.

Water-efficient techniques in cotton cultivation involve practices like drip irrigation, rainwater harvesting, and adopting drought-resistant cotton varieties. Drip irrigation targets water directly to plant roots, minimizing wastage. Rainwater harvesting harnesses natural precipitation for irrigation. Planting cotton varieties adapted to arid conditions reduces overall water demand. Implementing these techniques enhances water conservation in cotton farming, addressing environmental concerns and promoting sustainable water management.

Preserving local ecosystems in sustainable farming, such as organic cotton cultivation, is vital for biodiversity conservation. Diverse plant and animal life contribute to resilient ecosystems, enhancing pest control, pollination, and soil fertility. Sustainable farming practices like crop rotation and reduced chemical use promote a healthier balance in local ecosystems, safeguarding habitats and ensuring long-term agricultural viability.

Non-genetically modified (non-GMO) cotton varieties are significant for preserving biodiversity, preventing genetic contamination, and addressing ethical concerns. These varieties maintain traditional seed characteristics, ensuring the resilience of natural cotton ecosystems. Non-GMO cotton also aligns with consumer preferences for natural products, fostering transparency and sustainability in the textile industry, while avoiding potential environmental and social issues associated with genetically modified organisms.

Sustainable Cotton Processing and Manufacturing

Eco-friendly cotton processing involves adopting practices like water recycling, using non-toxic dyes, and energy-efficient machinery. Closed-loop systems minimize water waste, and eco-friendly dyes reduce chemical pollution. Implementing renewable energy sources for processing reduces carbon footprints.

These sustainable methods aim to mitigate environmental impact, aligning with a holistic approach to eco-conscious textile production.

To minimize waste in cotton production, strategies include recycling and repurposing by-products and promoting circular economy principles. Adopting efficient cutting techniques in garment manufacturing reduces fabric waste. Additionally, implementing sustainable packaging and encouraging consumer awareness of responsible disposal contribute to overall waste reduction, fostering a more environmentally conscious cotton industry.

Energy-efficient manufacturing in the cotton industry is crucial for reducing environmental impact. Utilizing renewable energy sources and implementing energy-saving technologies minimize carbon emissions. This not only addresses climate concerns but also enhances overall sustainability, ensuring the cotton manufacturing process aligns with eco-friendly practices and contributes to a greener, more resource-efficient industry.

Fair Trade and Ethical Considerations

Ethical treatment of cotton industry workers involves fair wages, safe working conditions, and respect for labor rights. Ensuring decent living standards and prohibiting child labor are essential. Ethical practices contribute to the social sustainability of the cotton industry, fostering a responsible and humane work environment for those involved in the production process.

Transparent supply chains in the cotton industry are vital for accountability and ethical practices. They enable consumers to make informed choices, promoting sustainability. Visibility into the supply chain ensures fair labor conditions, environmental responsibility, and adherence to ethical standards, fostering trust and driving positive change in the global cotton market.

The Role of Consumers

Choose sustainable cotton products to support eco-friendly practices. Opt for organic or Fair Trade certifications, indicating ethical and environmentally responsible production. Prioritize durability over disposability, promoting a circular economy. Informed consumer choices drive positive change, encouraging the cotton industry to adopt more sustainable and responsible practices.

Consumer awareness and advocacy are pivotal for driving positive change in the cotton industry. Informed consumers can demand sustainable and ethically produced cotton, influencing market trends. By supporting eco-friendly brands and spreading awareness, individuals play a crucial role in promoting responsible practices, and fostering a more sustainable and ethical textile industry.

Cotton Standards

Presently, there are prominent standards, schemes, and initiatives dedicated to cultivating cotton through sustainable and ethical practices. Notably, we will delve into the specifics of the Better Cotton Initiative (BCI), the EU Ecolabel, and Fairtrade cotton.

Each program carries a distinct focus, whether it's geographical or issue-specific. For instance, the Fairtrade standard encompasses environmental aspects but primarily centers around the well-being of farming livelihoods and communities. BCI, on the other hand, integrates both social and environmental criteria, albeit not reaching the stringent benchmarks set by the EU Ecolabel or Fairtrade standards.

Challenges in Cotton Supply Chain

Supply chain Complexity

High initial costs of sustainable practices

Procurement of raw materials from sustainable sources

Resistance to change

Lack of alignment in responsible and sustainable frameworks

Traceability Solutions

Ensuring the sustainability of cotton is fundamentally tied to traceability - the comprehensive tracking of materials or goods across the entire supply chain, from their origin to the point of sale. In the context of cotton, this entails tracing the journey from the farm or farmer, through the production and manufacturing processes, to the final product on the shelf. For brands or manufacturers engaged in upcycling cotton products, traceability extends to monitoring the trajectory of upcycled materials and determining the percentages of recycled materials in the end products. Through traceability, the assurance of fair pay for farmers, avoidance of harmful chemicals, and the reduction of water waste become tangible commitments.

Traceability is the key to sustainability in the cotton supply chain for the textile and fashion industry. To achieve true sustainability, brands must trace the origins of their products, understand the manufacturing conditions, know the creators, and assess environmental impact

Dive into our blog to know more "

TraceX Solutions

TraceX's blockchain traceability solutions contribute to building a more ethical, sustainable, and transparent cotton supply chain, addressing key challenges and meeting the growing demand for responsibly sourced products.

Immutable Records: Blockchain creates an unalterable and transparent ledger of every transaction and movement within the supply chain. This ensures that data related to the cotton's journey, from farm to the final product, remains secure and tamper-proof.

End-to-End Visibility: TraceX provides a comprehensive view of the entire supply chain. Every step, from the cultivation of cotton on the farm to its processing and distribution, is recorded on the blockchain. This end-to-end visibility helps in identifying any discrepancies or ethical concerns.

Authentication of Ethical Claims: Businesses can use TraceX to validate and authenticate claims related to ethical practices, such as fair labor conditions and sustainable farming. This builds trust with consumers and ensures compliance with international regulations.

Supply Chain Optimization: TraceX facilitates real-time monitoring and optimization of the supply chain. This not only enhances efficiency but also allows for prompt corrective actions in case of deviations from ethical or sustainable practices.

Compliance with Regulations: For the cotton industry, compliance with regulations like the Uyghur Forced Labor Prevention Act (UFLPA) is crucial. TraceX helps in ensuring that cotton-related imports meet the necessary ethical standards and comply with international regulations.

Consumer Confidence: The transparency provided by TraceX instills confidence in consumers. They can make informed choices, supporting products with a verified and ethical supply chain.

Conclusion

In conclusion, the evolution of the cotton industry towards sustainability is imperative for environmental preservation and ethical practices. From water-efficient farming to fair labor conditions and transparent supply chains, every aspect plays a role. Consumer awareness and advocacy are catalysts for change. Embracing innovation and overcoming challenges will shape a future where cotton production harmonizes with ecological and social well-being. The commitment to sustainable practices is not just a choice; it's a responsibility for the well-being of our planet and future generations.

Frequently Asked Questions

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Sustainability in the Cotton Industry | From Field to Fashion

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Uncover the heart of sustainable practices in the cotton industry. Explore the journey from farm to fabric, discovering the crucial role of traceability, ethical sourcing, and environmental impact.

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How does jeans production affect the environment?

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How does jeans production affect the environment?

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Denim manufacturing results in the release of between 40 and 65 L of effluent per kilogram of denim. According to Greenpeace International, the production of textiles is responsible for 20% of the world's water pollution.

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"Crystal Denim is forging ahead with sustainability in its pursuit of creating the world's first net-zero jeans. Deemed "Project DeniZero" by the company, these innovative jeans have achieved zero environmental impact through their entire life cycle. The jeans are made using double-white Candiani denim, produced without any CO2 emissions at the company’s Italian mill and certified to the OCS Blended standard - a certification granted by the Textile Exchange organization. Additionally, it features a waterless finishing treatment that drastically reduces energy consumption associated with traditional wet processes. Through Project DeniZero, Crystal Denim demonstrates its commitment to responsible product production and furthers its agenda of sustainable fashion processes.

They use the 4zero approach which includes:

a.) Zero manual work by increasingly adopting laser technology to create various levels of fades

b.) No PP spray is applied during washing process. Crystal International utilises environmentally friendly chemicals to partially remove the denim colour and oxidise the denim fabric

c.) No hypochlorite is applied to bleach and decolourise indigo from denim. Crystal International uses eco chemicals as the oxidising agents to create different oxidising effects. To assure the eco-friendliness, the chemical used in the 4Zero washing processes are ZDHC MRSL conformance level 3 chemicals, the highest level of ZDHC conformity

d.) Stones are abolished to eliminate the problem of environmental disposition of waste, wastewater, as well as the damage to machines resulting from stone washing process. Traditionally, washing stones are used to cause wear and tear of the fabric, and to generate stonewash look, where denim is required to be washed several times"

360i Research

This shows that a more sustainable jeans production is possible, but how due to most brand owners incessant search for profits, it's not likely to happen anytime soon.

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So all of this trendy jeans you buy were probably made by a poor and exploited person in a third world country that's getting even less than minimum wage.

Specifically the fast fashion business is linked to consumerism, globalization, capitalism, structural poverty, and oppression.

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So all of this trendy jeans you buy were probably made by a poor and exploited person in a third world country that's getting even less than minimum wage

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On average, clothes are only worn seven times before being discarded.

And, if that weren’t shocking on its own, keep in mind that we also buy 60% more clothes than in the year 2000.

This leads to ridiculous quantities of textile waste: 18.6 million tonnes of clothing being thrown away around the world… every year.

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70 jeans-related garments sold per second, according to the Science and Industry Museum That equates to more than 2.2 billion items bought yearly.

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Curious as to how many times we actually wear our clothes before condemning them to landfills?

Everyone has been guilty of thinking 'I've nothing to wear'... while staring at a wardrobe packed full of clothes!

If it's becoming a regular occurrence, however, let's put it into perspective: the number of times you wear your clothes makes a HUGE difference to the planet.

More clothes... worn less

Have you ever bumped into a 70s skirt or jeans from the 80s?

We did!

And we were instantly impressed with how they felt in our hands and the fact that they could still be worn after so many years.

Nothing like those thin polyester garments from fast fashion stores!

The influence of fast fashion and social media

Here's what changed the way we conceive and consume clothes.

By focusing on cheapness rather than eco-friendly materials and fair working conditions (ugh!), fast fashion has brought its prices down to those of consumable everyday items.

These brands have also been offering new collections on a monthly or even weekly basis, pushing consumers to buy more to follow ephemeral trends and quench their #FOMO.

If that weren't bad enough, ultra fast fashion giants like SHEIN or Boohoo made this industry even faster and more unethical.

Basically, clothes went from durable to disposable!

Social media was also key: from influencer collaborations to TikTok hauls and curated feeds where you'll never see the same outfit twice, overconsumption is glorified.

The result?

How many times are clothes worn before being discarded?

On average, clothes are only worn seven times before being discarded.

And, if that weren't shocking on its own, keep in mind that we also buy 60% more clothes than in the year 2000.

This leads to ridiculous quantities of textile waste: 18.6 million tonnes of clothing being thrown away around the world... every year.

How much of our clothes do we wear?

According to Lauren Bravo, the author of How To Break Up With Fast Fashion, we only tend to wear 10% of our clothes on a day-to-day basis!

And how long do we wear our clothes?

Not for long: unlike those 80s jeans that stood the test of time for generations, we now wear 60% of our clothes for... less than a year.

A more sustainable approach: fewer higher-quality clothes that we can wear for years

Here's how we can all increase how many times we wear our clothes.

How many times should you wear an item of clothing?

To reduce your CO2 emissions and waste, you should aim to wear each item of clothing at least 30 times as suggested by the #30WearsChallenge.

However, most low-quality fast fashion garments might not even last that long.

That's why it's even more important to switch to ethical fashion and a more sustainable mindset.

How to wear your clothes for longer (and with confidence)

Unfollow accounts promoting hauls and fast fashion brands. Instead, follow content creators who inspire you to buy sustainably and embrace repeat outfits

Remind yourself that clothes should be seen as durable, not disposable

Remix garments to create a variety of outfits

Before purchasing a garment, ask yourself if you actually need it and can see yourself wearing it at least 30 times

Choose ethical clothes that are made to last: you can find hundreds of fair trade brands right here on Project Cece!

Now that you know how many times we wear our clothes, take the first steps towards increasing that meagre number.

Need some inspiration? We make it easier to switch to sustainable fashion by sharing practical tips and new ethical brands in our newsletter.

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How Many Times Do We Wear Our Clothes? (Not Enough!) | Sustainable Fashion Blog| Project Cece

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Sadly, we keep buying more but use them less than ever before. Find out how many times we wear our clothes and how to ditch this unsustainable mindset.

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"Everything we wear has an embedded environmental cost in terms of energy, water, land and chemicals used. This depends on multiple factors. The fibres that are used and whether they were grown or made, the production methods used, how they are processed into yarn, transported, dyed, printed and made into clothes. We heard that the environmental price tag for our clothes is largely determined during the design and production phase:

Production of fibres by polymer extrusion or agriculture makes the largest contribution to the carbon footprint of clothing;

The greatest quantity of water is used during the growing and production of fibres;

Choice of synthetic fibre and design of garments can result in significant differences in the emission of plastic microfibres to the environment;

The best opportunity within the clothing lifecycle to increase longevity is at the design stage, as changes to design practices can have a significant impact on how long items remain wearable.

Textile production is a major contributor to climate change. It produces an estimated 1.2 billion tonnes of CO2 equivalent (CO2e) per year - more than international flights and maritime shipping combined. It is estimated that across the full lifecycle of clothing globally, the industry has an annual carbon footprint of 3.3 billion tonnes CO2e. That figure is close to the combined carbon footprint of all 28 current members of the EU (3.5 billion tonnes). The total carbon footprint of clothing in the UK is growing - rising from 24 million tonnes to 26.2 million tonnes per year in 2016, according to WRAP. If fashion continues on its current path, it could use more than 26% of the global carbon budget associated with a 2°C pathway by 2050, according to the Ellen MacArthur Foundation.

A single pair of cotton jeans consumes between 10,000 and 20,000 liters (2,600-5,300 gallons) of water along its supply chain. Add to that large doses of synthetic pesticides, fertilizers, dyes and other chemicals that pollute soils and waterbodies, impacting wildlife and people, plus major energy expenditures that generate high greenhouse gas emissions.

Acids and heavy bleaches are also used. Many dyes and treatments contain highly toxic heavy metals such as lead, cadmium, mercury and chromium; azo nitrogen-compound dyes contain carcinogenic amines.

In the developing world, these dangerous substances are often handled by factory workers, who inhale fumes and dust due to a lack of proper protective equipment. Wider environmental contamination also occurs: In 2010, a Greenpeace investigation revealed cadmium levels of up to 128 times above the safe limit in the Chinese city of Xintang, where thousands of denim factories are based."

Mongabay News

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The global denim jeans market was forecast to be worth around 95 billion U.S. dollars by 2030, up from 64.5 billion U.S. dollars in 2022.

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The global denim jeans market was forecast to be worth around 95 billion U.S. dollars by 2030, up from 64.5 billion U.S. dollars in 2022. The denim jeans market is a sub-category within the overall apparel market. As the global apparel market grows, it is unsurprising that the denim jeans market will also rise.
Denim market
The denim market is a multi-billion U.S. dollar market, which is set to grow further over the next years. Denim is a durable cotton or cotton-blend twill textile, typically used to make jeans, jackets, overalls and other clothing. Denim was first used for clothes worn by workers because it is highly durable. Nowadays, jeans are one of the most popular types of trousers, especially in the western world. Levi's, Lee, and Wrangler are some of the most prominent jeans brands in the world.
VF Corporation
VF Corporation is an American manufacturer of branded apparel, footwear and accessories with its headquarters located in Greensboro, North Carolina. It is one of the leading apparel companies in the world, with its business and brands split into four product categories: active, outdoor, work and other. Jeanswear is a key product for VF Corporation, who hold two of the most well-known brands of jeans in the world, in Lee and Wrangler.

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Value of the global denim jeans market 2022-2030 | Statista

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The global denim jeans market was forecast to be worth around 95 billion U.S.

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"Cotton is one of the thirstiest fibres in fashion. According to WRAP, cotton production accounts for 69% of the water footprint of fibre production for textiles. One kilogram of cotton - equivalent to the weight of a shirt and pair of jeans - can take as much as 10,000–20,000 litres to produce, depending on where in the world it is grown. The Aral Sea, formerly one of the four largest lakes in the world, has almost entirely dried up, in large part due to intensive industrial cotton farming in Central Asia. It is now called the Aralkum Desert. This is an ecological, economic and social disaster.

The water scarcity exacerbated by cotton production in arid regions has an impact on local communities - especially in low income countries. Major cotton producing countries such as China and India are already suffering from medium to high levels of water stress in certain areas.The Pulse of Fashion report warns that as water scarcity worsens in the future some cotton growing nations ‘may face the dilemma of choosing between cotton production and securing clean drinking water’.

The life cycle analysis data tell us [the UK Parliament] that the fibres that have the biggest environmental impact, because of the way they are grown, are cotton fibres [...] There are significant challenges in the use of highly toxic pesticides and overuse of fertilisers. There are issues of health and safety for workers, water consumption, carbon footprints."

UK Parliament

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80% of people stated that jeans are an essential wardrobe item

87% believe that this is fashion’s most needed item.

Women represent the group that most consumes jeans.

The age group is broader: 64% of consumers are aged between 25 and 44 years.

https://texbrasil.com.br

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IEMI (Market Intelligence) conducted a survey in partnership with the textile brand Vicunha, which is part of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) - the result of a collaboration between Abit (Brazilian Textile Industry Association) and Apex-Brasil (Brazilian Exports and Investments Promotion Agency) - to find out the main trends for jeanswear in Brazil.

The companies surveyed 800 fashion consumers of all kinds and regions of Brazil, offering a broad panorama on this quite versatile item. According to the survey, 80% of people stated that jeans is an essential wardrobe item, and 87% believe that this is fashion's most democratic item.

Women represent the group that most consumes jeans and classes A and B represent 51% of the purchases. The age group is broader: 64% of consumers are aged between 25 and 44 years.

The future of jeans

Moreover, according to the survey, jeans should remain trending for a long time, since 99% of the interviewees stated they would still use this item. However, traditional styles are expected to lag behind, since 70% of people want items with some features instead of just basics, which draws the other 20%. "This challenges brands to show something different", says the head of IEMI, Marcelo Villin Prado.

Among women, for instance, the next trends include the mom-fit pants, high-waist shorts, and cropped jackets. Among men, skinny pants, shorts, and trucker jackets are the main current top desires.

But it's not just the style that matters to consumers. There are other factors that make them interested in an item or brand, and many others that make them give up on a purchase and not looking back.

The survey points out that factors such as expensive products regarding the quality offered, employees' degrading working conditions, few model and color choices, and companies lacking in social responsibility are reasons for consumers to give up on a purchase.

In this way, sustainability becomes a fundamental pillar in jeans consumption. Over 50% of the interviewees believe that the jeans they recently purchased came from a sustainable source, while 40% state they do research on the brand, product or package sustainability. "A few years ago, we saw 5% to 8% of consumers concerned with this matter". People don't want to buy products from brands that fail to respect workers and the environment anymore", Marcelo explains.

Heated market

The survey also offers some suggestions to increase revenue by following some concepts discovered in the research. According to Marcelo, expectations are of a jeanswear retail revenue increase by 3.3 billion in 2021 and that brands that do their homework for the consumers tend to increase their sales. Check out the tips pointed out in the document:

Invest in online channels: e-commerce is a reality and, with the pandemic, people became more comfortable with shopping online.

Know how to communicate: 57% of the interviewee's highlight that communication is very important. Knowing how to talk to the audience increases brand trustiness.

Increase the perceived value: focus on product and brand uniqueness and innovation, in addition to a larger supply of communications and services.

Expand existing demand: increase the market share with already loyal customers.

Create new demands: reach new customers and markets through creative strategies and relationships

To learn more about jeans in Brazil, please access the IEMI survey.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and apparel sector developing strategies to conquer the global market. Over almost 20 years, it has helped around 1600 brands to enter the export trail, generating USD 9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

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Study shows the main trends for jeanswear in Brazil - Texbrasil

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Pesquisa realizada pelo IEMI em parceria com a Vicunha aponta as tendências de consumode de jeans no Brasil e aponta oportunidades

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"Cotton’s intensive water needs can be sustainable in agricultural areas that get copious amounts of rain, but oddly, the lion’s share of cotton-producing areas in today’s world receive uncertain precipitation, with the crop heavily irrigated by surface water and groundwater — often putting extreme demands on streams, lakes, reservoirs, wetlands and aquifers.

Located mostly in semiarid Uzbekistan, one of the world’s top 10 cotton producers, the Aral Sea has suffered from escalating desertification since the 1950s, when it was the world’s fourth-largest lake. From then on, the Soviet Union began aggressively diverting the rivers feeding the huge inland waterbody to irrigate pesticide-soaked crops, ultimately including 1.47 million hectares (3.63 million acres) of cultivated cotton."

Mongabay News

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Blue jeans: An iconic fashion item that's costing the planet dearly

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Likely the world's most popular garment, jeans use huge amounts of water to grow irrigated cotton, a major factor in destroying the Aral Sea. Today, the industry, though making sustainability pledges, still does much harm.

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Perceived Obsolescence happens when consumers belive that the product they own is not useful or valuable anymore, and so they buy the newer model of this product. It's very common when it comes to clothes, due to the fast-changing trends in fashion.

It's one of the main reasons for the huge consumption and waste of clothes that happens every year. After the trend is over, in about two to four months, the clothing item becomes obsolete, or useless, since it's not trendy anymore.

This can be seen in several examples during recent trends, such as the low rise jeans, or ultra high rise jeans, in contradicting trends. After the trend is over, these items are traded for newer, trendier models, even when they're still as good as new.

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Planned Obsolescence happens when products are purposely made to last a very short amount of time, in order to make people buy more. This is very common within the fashion industry, especially in fast fashion, where clothes are produced for the cheapest possible prices, sometimes even breaking laws to maximise profit, and are sold for very cheap.

Planned Obsolescence is one of the main contributors towards the very short lifespan of a pair of Jeans, and to their great consumption. This has a very large impact on the environment and leads to over consumption of clothes.