Denim-beyond fashion

摘要

As ELio Fiorucci used to say: "Denim is a love that never fades". In fact, global analysts value the international jeans market at around USD$60 billion and growing, although it is very difficult to measure. Possibly this is due to its constant metamorphosis, from the archetypal heritage of America's ultimate form of work wear, to the rugged environments of hardworking people everywhere in the world. What was born as an unpretentious solution for work wear, has since morphed. It went from a mere functional item, to the undiscussed symbol of rebellion, and a fashion staple. However, mainly because of financial marginalities taken to the extreme, with the remarkable exception of stretch the very same functionality and performance that was denim's birthright has never made it consistently back into jeans. A curious paradox. And then Covid-19 hit. The virus and the protection that textiles need to endure has made fashion professionals re-consider the relevance of real functionality and, in particular, the positive role of chemistry in modern life. There is no product that has not been impacted by it in some way. Now, the central question is how- not if - responsible chemistry is to be riveted in denim and fashion.