A CLASSIC THAT NEVER FADES: Reinventing Denim for the Modern Era

From waterless dyeing technologies to denim made from recycled cigarette butts, today’s denim industry is evolving to meet the demands of both fashion and sustainability all while staying true to its timeless appeal…

- Kajal Ahuja

Few textiles enjoy the enduring appeal of denim. Originally designed as workwear for durability and utility, denim has transformed into a staple for both high-fashion and streetwear, making it a pivotal category in fashion retail.

With recent shifts in consumer behaviour, sustainability demands, and digitalisation, the denim industry in India has evolved signi cantly. As consumers become more eco-conscious, brands are innovating to reduce environmental impact while maintaining the quality and appeal of denim.

Market Dynamics

According to a 1Lattice study, the denim market in India is expected to reach Rs 1,05,500 crore by 2029. The market is expanding across demographics, with the women’s denim segment anticipated to grow from 11% in 2019 to 15% by 2029. Despite this shift, men’s denim still dominates, although its market share is gradually decreasing.

The global denim jeans market is also set to grow from $64.5 billion in 2022 to an estimated $95 billion by 2030, according to a recent report by Statista. As a key segment within the broader apparel market, denim’s growth aligns with the rising trajectory of global fashion consumption, re ecting its enduring appeal and evolving consumer preferences.

In markets like India, denim brands are sprouting, introducing accessible yet fashionable lines to cater to the younger demographic and rapidly growing middle class. Denim’s appeal spans demographics and income brackets, and brands are leveraging this by diversifying their o erings. Premium brands are tapping into artisanal, ecofriendly processes, while value brands are scaling a ordable collections that resonate with mass markets.