A tweet caught my eye today, it was asking me to talk about denim today. Now we have written many denim articles on our magazine. Honestly this fabric is an iconic material that has stood the test of time, we really don’t have to talk about it anymore. However how can brands market this commonly known fabric that will lure us into spending our hard earn cash.
Denim is a material that is sold in many sizes, styles, brands and colours. Denim labels are truly a personal purchase and very much like a pair of shoes. Each brand will suit different sub cultures and body shapes. Each denim sold just depends on what you’re programmed into buying to. So what is trending in our high street stores right now. Why should you buy more denim anyway? What on earth does a smart jean mean let alone green cast?
I’m loving the names right now regarding the way they’re marketing denim at the moment. Smart Jeans caught my eye and I was not clear what that really meant. OMG, an intellectual jean for men. Project Jacquard is a new system for weaving technology into fabric, transforming clothes into interactive surfaces. Google has teamed up with Levis to create unique innovative clothing items that can alert wearers of weight gain and interact with smartphones nearby. This makes perfect sense on a google optimization front for any high street denim brands.
No we have high street brands already hijacking the words “Smart Jean” while not even selling a smart jean. They try to already capture market share away from a technology that has not even been launched. I guess smart jeans was not something that could be trade marked. You see this business is fiercely competitive and with a 56 billion dollar yearly market in denim jeans you can clearly see why.
I also was intrigued by the phrase green cast dyes. Now it’s a colour that can look awful and very hard to wear without looking like a gardener. Depending on the method of dying it will result in different shades or casts: yellow, black, brown, red or green cast. You usually don´t see what cast it is on pre-washed denim as the effect gets more apparent when the denim has been worn and washed. The green cast fabric, dyed with green sulfur gives a deeper green/blue-ish fade. The more the fabric has been dipped in the indigo, the more apparent deep in the fade, after wearing and washing. I guess the point I am making and the denim brands are wanting you to buy into is simple. Over time your denim will end up turning into a colour that you didn’t set out to buy. Smart because if you end up not liking it then you will opt to buy another green cast option.
More so now looking for a particular style can be very overwhelming. The more they commercially change the denim name the more you’re going to be confused. Don’t worry about it. You guys shop mostly on-line anyway. And most on-line stores have simple denim guides to find your favourite fit in a variety of washes. Worse case scenario you end up buying the smart jeans which in the long run was not so mart after all.