Last Thursday, Naveena invited the denim community to an intimate London gathering in celebration of sustainability. A selection of the Karachi-based denim mill’s latest offerings was on display at Jin Bo Law rooftop cocktail bar, with the “Transparent Blues” product range in focus. The line encompasses a range of fabrics and processes with minimal environmental impact – think Tencel-based and other zero cotton fiber blends and sustainable dyeing processes courtesy of EcoLean and H2NO.

Drinks and talks at Jin Bo Law rooftop cocktail bar in London
Photo: Naveena
Drinks and talks at Jin Bo Law rooftop cocktail bar in London

Another highlight of the evening was a talk by Sue Barrett, co-founder of sourcing and trend platform Address-the-Future. Barrett’s engaging presentation–which centered more on emerging consumer mindsets than tangible trends–began with an introduction to three key consumer groups, namely:

 

Posify – an upbeat consumer type with a penchant for nostalgia and re-commerce. Experience is everything for these youth-driven “kidults,” and wellness and positive change is at the forefront of their outlook.

 

Protect – a bit of a consumer nihilist, this camp is reactive and never shies away from a protest. Favors brands and product centering on the re-made.    

Naveena denim close-up
Photo: Naveena
Naveena denim close-up

Essentialists – this group is all about modesty and earth-care, translating into a love for slow-made product designed to last both in terms of aesthetics and construction.

 

While these three consumer groups possess unique traits, they all share an innate desire to consume responsibly. Here, a handful of standout statements and observations from the talk.

 

“The new spirit of rebellion isn’t punk, it’s consciousness.”

 

“The lifespan of fashion products is being stretched as pre-owned, refurbished access, repaired and rental business models continue to evolve.”

 

“Increasingly, people look at trash as a precious resource.”

 

“Waste is a design flaw, and today we salute creatives who tackle the issue brilliantly, such as Helmut Lang. Ocean waste has been a huge story coming through on the catwalk – fashion weeks have been really successful in helping to promote the message, even at the higher-end of the fashion sphere.”

 

“Conservational awareness of raw materials has created a new

emphasis on natural artifacts with the art world, now filtering

through the luxury retail arena and harnessing reactions at a

directional mainstream level.”

Sue Barrett presenting her expert take on emerging consumer mindsets.
Photo: Naveena
Sue Barrett presenting her expert take on emerging consumer mindsets.
 

“The new retail model that translates into stores that resemble amazing gallery spaces – displaying products made to order – helps elevate fashion, inspiring you to really hanker for a product and save up for it. It’s an honest change of mindset that is really starting to come through.”

 

“If the chemicals in clothing were packaged into a cream you'd never let it anywhere near your skin – so why do we ignore it when it's in the things we wear?” Quote attributed to sustainable brand Story MFG, highlighted by Address-the-Future.