What’s the future of the denim industry? There’s no city better suited to start the dialogue than Los Angeles. With a majority of the world’s denim producers, wash and dye houses, high profile brands and small labels, LA represents the past, present and future of indigo essentials.

To prove it, last week, Avery Dennison RBIS, a leader in apparel branding, labeling, packaging and embellishments threw a shindig to both celebrate and debate the denim market. They turned their LA Arts District Customer Design and Innovation Center into party central with live music, a bar and sensational barbeque for all.

It wasn’t all just fun, though. Serious business happened here, too. Brands in attendance included J Brand, AG, Disney Consumer Products, Joe’s Jeans, 7 For All Mankind, Lot Stock and Barrel and Hiut. In addition, Amy Leverton, the former Denim Director at WGSN and author of Denim Dudes, chaired a panel discussion featuring Adriano Goldschmied, the founder and creative director of Goldsign; Miles Johnson, creative director of Patagonia; David Hieatt, the founder of Hiut Denim and Marco Lucietti, Global Marketing Director of Isko Denim.
Life music
Life music

The panelists discussed recent Avery Dennison RBIS consumer and denim research insights, including consumer preferences that impact purchase intent and the ever-growing athleisure trend. This trend, gaining more and more market traction, along with growing consumer interest in sustainability, has forced the denim industry to stay one step ahead of the game. "The present always looks like the most important thing, but there is no present without thinking and preparing for the future," says Goldschmied. “I think that discussing the future during this panel was a great opportunity for education and research for all of us."
The consensus? “Denim has a cult following in the fashion world,” said Amy White, Vice President of Global Branding Solutions, Avery Dennison RBIS. “Its heritage and history will inspire the next generation and help drive longevity. The industry is rapidly changing and with a larger focus on sustainability. We hope these insights will help brands not only better understand their audience, but also help shape their future business model.” White continues her comments, with a focus on denim’s future: “As the denim industry continues to evolve, there’s an opportunity to reimagine the future. With the impact of athleisure, the increasing consumer demand for greater fit, and the journey to a more sustainable product, denim needs innovation. As an industry, we need to combine sustainability and comfort to produce the next generation of denim.”

Lot, Stock and Barrel
Lot, Stock and Barrel