November 2012 Issue No. 5

®
Vol. II · Issue 5
$4.00
www.apparelinsiders.com
THIS THING
OF OURS
silverjeans.com
CONTENTS
Editor’s Letter 6
Inside Look
Brands to Watch in 2013
Retail Spotlight: Reveille
Voices
Ten Questions with Jason Denham
8
12
14
Trends
2013 Trend Predictions
16
Cover Feature
This Thing of Ours20
Tech
Always On24
20
16
24
On the cover: Gene Montesano and Barry
Perlman, Owners of Civilianaire. Page 20
8
NEW YORK | PiER 92 52Nd stREEt @ 12th AvE | JANuARY 21-23, 2013 | PROJECtshOW.COM
REgistER NOW at projectshow.com or call us. Domestic 877.554.4834 International 218.740.7092
Denim by
Premiere
Vision
Paris
D
© T. Gosselin
November 28-29, 2012
May 22-23, 2013
La Halle Freyssinet
For the stuff jeans
are made of
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enim b
Denim_ApparelInsiders_203x127_byYou.indd 1
28/09/12 17:39
Apparelinsiders.com
Gus Floris Publisher/Editor-in-Chief
[email protected]
Contributors
Jill Helbrenner, Emma Belluomo, Miriam Rayman
Rebecca Paiement Managing Editor
[email protected]
MAILING ADDRESS
Apparel Insiders, LLC
38 East Ridgewood Avenue, #311
Ridgewood, NJ 07450
Design Pixod/Sundree Brand Management
Contibuting photographers
Angela Aldatz, Cassell A. Ferere
2012 © APPAREL INSIDERS LLC, All Rights Reserved. Apparel Insiders™ is a registered trademark
of Apparel Insiders, LLC. A Limited Liability Company registered in the state of New Jersey.
4 · apparelinsiders.com
Letter from the Editor
It’s time for the fifth print edition of Apparel
Insiders. While we enthusiastically welcome our
growing readership, we celebrate our second anniversary, covering the most integral, meaningful
stories in the sportswear market.
This issue is, of course, no exception. We begin
with a profile on Gene Montesano and Barry
Perlman, household names in the denim industry from way back in the Lucky Brand days. But
now, they’ve got their own brand and they’re
running it their own way.
We delve into technology, too, in this issue, talking about your clothing being as in tune to your
social networks as you are. If only these jeans could talk! Well, pretty soon, they just might.
We take a few minutes with Jason Denham to talk about the industry and his successes with
his eponymous brand. In addition, Apparel Insiders offers our characteristic take on upcoming
trends and new brands that deserve your attention.
So glad you’ve shared the last two years with us.
Photo by Casselle A. Ferere
Gus Floris
Editor-in-Chief
6 · apparelinsiders.com
Forward-minded.
Never settle for the same. Get more.
İSKo, innoVaTion iS on.
JOIN US @
DENIMFRIENDS.COM
İSKo is a trademark of SanKo TeKSTiL
INSIDE LOOK
Echo Park
Surf Squad
FIVE TO WATCH
Don’t miss these five, fresh brands.
T
he best brands stand the test of time. But they have to start
somewhere. Here, our picks for the best up-and-comers,
new to the show circuit, ready to give the “old guys” a run
for their money.
1 Echo Park Surf Squad kazuo.com
Launch: Early 2012, Echo Park, California.
Trade Shows: None. Customers use social networking
sites to purchase items.
Key Items: Quirky cool tee shirts.
Retail Price Points: About $30.
Available at: Domestically only online. Internationally,
Society Club in Monoco.
Notes: Everyday fashion with a tongue-in-cheek, Echo Park
skateboarding/surfing point of view.
Contact: Joel Knoernschild, [email protected].
2 Surfside Supply surfsidesupply.com
Launch: Spring 2013.
Trade Shows: ENK NYC and Vegas.
Key Items: Slub cotton tees and polos, garment dyed fleece and
8 · apparelinsiders.com
split back, washed out bottoms.
Retail price points: $38 for tees to $395 for outerwear.
Available at: Bloomingdales, Saks, Richards, Mitchells,
K-frank, blue seven, Shaias, Pitkin County Dry Goods.
Notes: Resort style for every season.
Contact: Chris Manley Tel: 212.776.1341, 646.256.8148
email: [email protected].
3 strom strombrand.com
Launch: Spring 2013.
Trade Shows: Coterie, New York.
Key Items: High-rise skinny, dramatic flare, a flattering vintage
boyfriend and a full range of novelty pieces that feature subtle,
sophisticated, and distressed washes.
Retail price points: $180 to $250.
Available at: Specialty boutiques TBD.
Notes: Former model/muse for Nicholas Ghesquière at Balenciaga,
Karl Lagerfeld at Chanel and Calvin Klein, takes her fit knowledge
and applies it to her own, streamlined denim collection.
Contact: CARO Marketing, Caroline Rothwell
Tel: 323.781.2276 email: [email protected].
INSIDE LOOK
Strom
10 · apparelinsiders.com
4 Driftwood driftwoodjeans.com
Driftwood
Launch: Spring 2013.
Trade Shows: ENK Las Vegas, Coterie, Bread & Butter
in Berlin.
Key Items: Embroidered, embellished, unique dyes and washes.
Retail price points: $36 - $59 wholesale with a suggested
60% IMU.
Available at: Sundance, Mix and Co, Boogies, Diane’s.
Beachwear, Gil’s, Ron Herman Japan, to name a few.
Notes: Filling the void in the affordable premium denim market.
Contact: President of Sales - Driftwood Jeans, Michael Scott
email [email protected], Tel: 212.764.6668
Fax: 212.764.6688 1407 Broadway Suite 3200, New York, NY, 10018.
5 Lorem loremusa.com
Launch: February 2013.
Trade Shows: D&A Los Angeles. New York TBD.
Key Items: Morphing Leg that goes from skinny to boot cut with
an exposed leather gusset; Taped seams; Zip Coin pockets and 3/4
leather sleeves with expanded sleeve openings.
Retail price points: starting at $165 to $250.
Available at: Fred Segal Trend and loremusa.com.
Notes: Denim with functional leather features and custom
PU-coated zippers from Switzerland-based Riri.
Contact: Stephanie Nash, [email protected].
1407 Broadway / suite 3200 / new york / ny 10018 / 212.764.6668 / driftwoodjeans.com
Surfside
Supply
sPrinG / summer 2013
collection
Lorem
2/28 - 3/31 delivery
INSIDE LOOK
pg 1
apparelinsiders.com · 11
RETAIL
Reveilleshop.com
728 NW 23rd Avenue
Portland, OR 97210
Tel. 971.279.4128
Reveille up
Jess and Camille Carson bring new brands to Oregon. By Rachel Jass
N
ative Oregonians Jess and Camille Carson left their small
town lives after high school and travelled the world: she
to London for fashion journalism, he to Los Angeles for
his music. A “sincere interest in fashion and willingness to work”
brought them back to the states and, when they noticed the scant
fashion options in Portland, Reveille was born.
“Reveille sort of came out of necessity,” Jess says. “Camille and
I had a laundry list of our favorite labels that were not available
here and we began talking about bringing them to Portland.”
Since reveille means “to awaken,” Jess, a lover of vintage
things, set out to create a very “old world” feel in the shop.
“Racks are made from old machinery like cast iron lathe bases
and old butcher blocks.” Two buffalo heads grace the walls, and
a vintage motorcycle sits in the window.
The shop’s name also has a strong connection to WWII,
12 · apparelinsiders.com
a “particularly fascinating time in America,” says Jess when
American pride swelled in the hearts of citizens. “Reveille does
brands that produce their clothes where they’re based,” Jess
says. Lines such as Mister Freedom, Sugar Cane, Post Overalls
and Our Legacy have their own unique followings.
For women, lines such as Alice By Temperley, Opening
Ceremony, Imogene+Willie, and Stone Cold Fox are best sellers.
Along with the current lines, Reveille also carries vintage
pieces. Jess’ mission “is to keep rare and unique pieces in the
shop. The vast majority of people dealing in vintage shop on
Ebay but, at Reveille, you can see, feel, and try on the pieces, a
definite plus.”
Look for an upcoming Reveille menswear line produced
locally in Portland, plus a new, larger space as Reveille continues
to awaken Portland’s fashion scene.
apparelinsiders.com · 13
VOICES
Jason Denham Meets
AI’s Ten Questions
Jason Denham talks industry, denim heroes and U2.
B
y the time Jason Denham launched his namesake
denim brand in 2008, he was already a seasoned jeans
veteran, having paid his dues at Pepe and his own
companies Clinic+design and Blue Blood. Now, with over 400
stores in 20 countries as well as free standing Denham boutiques
from Tokyo to London to Runstraat, Denham the Jean Maker
is stitching its international mark with more to come in the
United States. We sat down with Jason Denham and asked him
ten, pointed industry questions.
What was your first job in the fashion industry?
I worked for the London designer Joe Casely Hayford, making
jeans for the U2 Zooropa tour. It was an amazing experience
at the highest level.
Who do you admire most in our industry?
In January 2013 Denham brand will be five years old and to
celebrate this we will launch a book to record our short history.
One of the chapters in this book is interviews that I have
made with my denim legends, the people I admire most and
the people who have inspired me. This includes people like
Renzo Rosso and Francois Girbaud. The one who really stands
out for me is Adriano Goldschmied. He is the most focused,
dedicated and genius jean maker of our time.
Where is your favorite city to visit for inspiration and shopping?
My favorite place in the world is Japan. I love Tokyo. It’s
like six cities in one, with all the different fashion districts.
Tokyo has the best combination of vintage and modern
design aesthetic.
What’s one piece of advice you would give to a designer looking
to break into the fashion game?
Only do it if you are prepared to live it 7 days a week, 24 – 7, it’s
VOICES
Jason Denham
a cliché but its the only way it works. You need to love it like a
hobby, not a job.
How many stores do you currently have and how many would
you like to open globally?
Today we have 5 stores - two in Amsterdam, one in London,
Tokyo and Osaka. We would love to open many more stores –
step by step. It’s difficult to put a number on it.
Are you looking to increase distribution and sales within the USA?
If yes, do you have a specific approach to accomplishing this?
Yes, we would love to build our brand in the US. Today, we are
very proud to be in one US store (American Rag LA). Mark
Wertz has given us a great position in his store. We see a big
future in the US but this will only work by having a US partner
who is one hundred percent behind our concept.
Is there a person or brand you would like to collaborate with on
a capsule collection?
We have recently worked on a number of collaborations, one
being SXC – SPACE EXPEDITION CORPORATION. There
are two companies racing to start passenger travel to space
VIRGIN & SXC. Denham won the pitch to dress the astronauts
and we will be putting the first jeans in space, starting in 2014.
Today we have two collaborations as works in progress, but it’s
too early to go to press. Watch this space.
How has the industry changed from when you first started?
I first stepped in this industry almost 20 years ago and it’s
changed a lot since then. In the beginning, we only ever talked
about Levis and original Americana jeans brands but now
things have changed. I believe that there are five year cycles
that lead the trends in denim. Japan, California, Scandonavia
& Northern Europe have strongly affected the last 20 years of
our industry.
What is the one thing you love about our industry?
The respect for its history.
If you could change one thing about how the industry does business
what would it be?
Part of the beauty of Europe, Asia and America is that they are
all so different but sometimes I wish they all worked on the
same fashion calendar.
apparelinsiders.com · 15
TRENDS
New Year. New Trends.
16 · apparelinsiders.com
TRENDS
ELLE WERLIN’S MOOD BOARD
Ring in 2013—and specifically the upcoming Fall retailer season—
the right way, with fashion trends picked by the experts.
apparelinsiders.com · 17
TRENDS
A
team of experts gave Apparel Insiders the lowdown on what’s in (and out) for Fall 2013, the season that most retailers will be
stocking up on shortly. Ready to see how your style resolutions compare? Read on.
Elle Werlin
Job title: Fashion director and celebrity stylist
City: New York, New York
I think the biggest trend will be late-‘70s, late-‘80sinspired clothing. Clothes will continue to be more
decadent in fabric—detailed, feminine, yet strong.
Larry Rogers
Job title: President of the denim-focused shop EM Jeans
City: Conway, Arkansas
We’re already getting a little read on higher rises for shorts
and pants. People will be buying something different, and a
lot of ‘70s stuff is starting to cycle back around.
Jaana Jätyri
Job title: Founder of Trendstop.com
City: London, United Kingdom
“Evening sport” will be a massive trend for the
casual sport audience for Fall 2013. It covers lots
of looks, from chiffon, embellishments, lace looks
[and so on] for all product categories.
Dana Sanders Souther
Job title: Owner of the trendy boutique Terra Jackson Hole
City: Jackson Hole, Wyoming
As the Spring palate shifts from brilliant to pastel, I can’t
help but think [that] designers will take it all a step further
and send us, come Autumn, into a territory of strong neutrals
reminiscent of the shift in the mid-nineties.
18 · apparelinsiders.com
TRENDS
ELLE WERLIN
LARRY ROGERS
DANA SANDERS SOUTHER
JAANA JATYRI
apparelinsiders.com · 19
THIS
THING
OF OURS...
Civilianaire takes the non-traditional approach to brand building.
By Rebecaa Paiement · Photogrpahy by Angela Aldatz
T
he minute you walk through the doors of this unassuming warehouse in the city of Vernon, you get a
sense that something special is happening. Inside
the vast open floor plan, past the aisles of stocked
clothing, sits a custom built chef ’s kitchen with a
large communal table. This is where the small, tight knit group
of Civilianaires sit for lunch every day and talk about upcoming
production runs, which thread to use for which style and who
is bringing the apple pies tomorrow.
It’s been two years since Gene Montesano and Barry Perlman
made the decision to launch Civilianaire. “It was an idea we
had to make stuff that we like and to make stuff for everyone
else who liked it,” says Montesano. “It’s not fast. It’s classic. You
can wear it today, wear it tomorrow or wear it ten years from
now. You’ll never feel out of place. It’s not fashion so much
as utilitarian.”
“This is what we always wanted to do,” says Montsano, who
has just gotten settled in to his office after his regular commute
from Santa Barbara. “We did this for a while at Lucky Brand.
But things take a turn and get bigger and you start having
to do things that you don’t want to do. So we’ve had that big
company and sold that big company and been through all of
that. This is the one thing that we want to do and we’re going to
keep it and let it get as big as it gets, naturally. Nothing forced.
If we don’t like it, we won’t do it.”
They’re manufacturing entirely in LA, some items even under
their own Vernon roof and, largely bucking the wholesale system
20 · apparelinsiders.com
save for a select group of stores that “get it.” The main focus is
to keep fresh, exciting merchandise stocked in their namesake
Civilianaire retail stores. There’s six free standing shops so far,
ten by the end of 2012 and four or perhaps six more stores
planned for 2013.
“We love retail so this is what we gravitate towards,” says
Perlman. “You walk in and it’s just Civilianaire. It might
be easier to be in 400 doors and build a brand but we’re
building on one customer at a time. They come in, they like and
they buy and we’re getting that feedback. We’re getting a lot of
people coming back. Just like in wholesale the reorder is more
exciting than the initial order. So, just like that, we’re seeing
our customer coming back in. I’ll even call the customers back
or talk directly to customers in the stores. It’s great.”
“Yes,” Montesano agrees, “We’re building the clientele.
They’re coming to us just for us. I don’t have to hear about fit
from a retailer. Instead, every day we’re getting the reports of
who was in at the stores, how many times and exactly what
they bought.”
From denim to trousers to henleys and shirts, the relaxed,
slightly military charm of Civilianaire is reflected in the founders’ own style, something that can be seen in an old, 70s poster
of the two. In it, Montesano is seen wearing a cotton epaulette
shirt that, he boasts, looks incredibly similar to something you
can grab at a Civilianiare retail location today.
“If we had a wholesale business,” adds Montesano, “we’d
show them 300 things and they’d buy seven. So what are we
feature
apparelinsiders.com · 21
THE CIVILIANAIRES
Gene Montesano and
Barry Perlman,
owners of Civilianaire
clothing brand.
really going to know from that? With our own stores, we get
to present Civilianaire in its entirety. When you walk into one
of our stores, you either get it or you don’t. We don’t want to
waste anyone’s time. We must have 40 styles of shirts for men,
so we’re going to hear everything about what we do. Then you
design into that. You turn it a couple of degrees this way or
that way.”
If a trouser works for summer, in a cotton fabric, you can
find a similar Civilianaire option done in a heavier material
for fall. “We’re controlling it all,” says Perlman. “There’s no
marketing, no PR machine. Colors may change but, for the
most part, we’ll keep making more of the same. We make an
22 · apparelinsiders.com
unbelievable Henley shirt and we’re going to keep making it.
You can see this stuff ten years from now and it won’t be dated
and ten years ago, it wouldn’t have been much different. We
love to keep it simple.”
When asked about the growth plan for Civilianaire the
answer was uncomplicated, “There isn’t one. When we started
this, we made the decision to take a totally opportunistic
approach to business,” says Montesano. “If someone we like
comes to us and wants to open a store in Europe and we feel it’s
the right fit for the brand, we’ll do it. At this stage of the game,
it’s about working with people we like and respect, friends that
embody the spirit and the culture of the brand we are building.”
Whether it’s a franchise opportunity or an accessories license, it seems that Montesano and Perlman
are open to anything as long as it enables them to
work with friends and build the brand in a real,
organic way. They even consider adding a café element one day, making the Civilianaire experience
different from a typical retail outing.
Clearly embarrassed by the media attention,
Montesano and Perlman prefer to make their
clothing in peace, to please themselves and their
growing legions of loyal customers. “This is a labor
of love,” says Montesano. “We love it and appreciate
the people who love it.”
Perlman can’t think of retiring or quitting, “But,”
he says, “In some ways, this is a swan song. It’s not
the end but we’re older guys now and we’re really
having fun. I think we learned a ton in the last 20
years and we’re getting to apply it all now.”
feature
apparelinsiders.com · 23
TECH
Always on
How our garments are telling stories, delivering messages
and slowly coming alive By Miriam Rayman
C
oncurrent to our phones going from single function
bricks to little shiny smart things, a similar techy evolution has been taking place in textiles. Early iterations of
tech-enabled clothes were ugly, it’s true, but designers are now
sitting down with technicians to put that right. Defined by an
eye for craft and a devotion to aesthetic, a new age of smart
clothing is just around the corner. And it’s going to transform
not only the way we interact with our garments but also the
way we go about our daily lives.
“We’re on the cusp of smart wearables entering our lives in
really valuable ways,” says Caroline Till, Textile Futures course
director at London’s Central Saint Martins. “The misconception is that this field is just about embedding LEDs in our
clothes, or that it’s all about the hardware but in fact it’s about
24 · apparelinsiders.com
much more than that.” What Till and other leaders in the field
are looking towards is a near future where our clothes are going to become intelligent. That is to say they will be imbued
with digital capabilities. These will allow clothing to capture
the story of their lifecycle and even store memories. It will enable clothes to link to social networks and exchange information, or use data sets to guide and advise you on what best to
wear each day. Our garments will even have the ability to detect mood and document that for us if we so wish. So a pair of
jeans that we might feel attached to today will, over the next
few years, become something we really can’t live without. This
is about adding a new dimension to the wardrobe and it will
usher in a whole new way to determine a product’s value.
So imagine it’s 2015, and your neighbor gives you a pair of
TECH
“
Wouldn’t it be great
to be able to look
back over the years
to recount some
kind of narrative
via our products
without having to
actually input or
upload any data?”
jeans that are now too small for her. You find a little code on
the inside label. It’s called HistoryTag. You key in the code on
your nearest screen based device and, lo and behold, the whole
history of your jeans appears before your eyes. Apparently they
left the Cardigan denim factory in July 2012, quality controlled
by Dawn Skater aged 54 with 15 years denim experience. They
then found themselves at a few parties, one in a swanky penthouse, some at less swanky warehouses. They rubbed pockets
with Gwyneth Paltrow outside a yoga studio in LA and, in
2012, they took part in the riots in East London. This might
sound a little spooky, but this little tool is actually in circulation now. HistoryTag was set up earlier this year and launched
along with the boutique Jeans brand Hiut Denim. The tag itself is just a code which takes you to the HistoryTag website.
Key in the code to unlock information about how that product
was made and how it then ‘lived.’ The denim owner can simply
send status updates and images from flickr or Twitter and tag
them to their HistoryTag page to bring their beloved products
alive. We might never think of hand-me-downs in quite the
same way again.
But what about the people who like the idea of a stored chro-
nology but don’t have time to construct this kind of product
biography? Wouldn’t it be great to be able to look back over the
years to recount some kind of narrative via our products without having to actually input or upload any data? Well, by 2015
we might all have little sketches that depict where we went and
who we were with. Already the authorities in Brazilian city, Vitoria da Conquista, are tagging school children’s uniforms with
microchips which detect if the kid has made it to school or not.
By 2015 that same kind of chip could be checking your outfit
into any number of locations throughout the day.
But location data is just one way in which history can be told.
How about a garment that is connected to the internet? One that
is fitted with a tiny camera and takes photos itself; connects to
social networks so the t-shirt’s slogan or illustration can be updated in real time; and then keeps a track of all this activity for
you to browse back over someday? It’s the kind of item that your
teenage niece would trade her iPhone 5 for without a second
thought, and it’s one that interactive clothing designers CuteCircuit have actually already created. They’ve calling it tshirtOS and
it’s an indication of the hyper social plane that our clothing will
occupy in just a few years from now.
apparelinsiders.com · 25
TECH
CuteCircuit first became known over their haptic shirt which
delivers a hug to the wearer via a text message; perfect for long
distance relationships. Now dresses are being linked up to Twitter, such as the one worn and designed by Imogen Heap at the
2010 Grammy’s, which showed the tweets she was receiving via a
digital panel around her neck in real time. “It’s a way for my fans
to accompany me on the red carpet,” she tweeted at the time.
Similarly the ‘like’ function in facebook is making its way into
the mass market too. In Brazil’s C&A stores, the company has
rolled out an initiative they’re calling FashionLike. Whenever
someone ‘likes’ a clothing item online at C&A Brazil‘s site, that
endorsement is displayed on a little screen on the item’s hanger
in store. This might sound like too much noise in an already
digitally overloaded environment but as digital strategist Adam
Crowe points out, “Millenials are concerned about shared experiences and they’re not that interested in objects unless those
objects can help them stay connected and participating in the
social sphere.” So soon we’ll be seeing a lot more of these gar26 · apparelinsiders.com
ments that communicate someone’s social networking activity
as they walk down the street.
Slightly obsessive perhaps, but there are other more practical uses for smart wearables too. This doesn’t just have to be for
generation Y and younger. Sensing technology that reads our
vital body statistics has already hit the consumer domain with
the Nike Fuel wristband as the most notable example. Whilst
these devices are becoming increasingly popular, the monitoring of heart rate, breathing, muscle tension, stress or happiness
is actually much better done closer to the skin via conductive
fibers in our clothes. “Micro sensors in our clothes are going to
help us connect back to ourselves, helping us to tune in to what
our bodies are telling us,” says Mat Heinl Chief Creative Officer
at Moving Brands who use emerging technologies to create solutions for brands. “It will be like subscribing to yourself. We’ll receive health data in a presentable way to help us make decisions
and it’s our smart clothes that will help us do this.”
With the use of devices such as the Guardian Angels currently
TECH
being developed by the Swiss Federal Institutes of Technology,
our clothes will be able to read heart rate, blood sugar levels and
environmental factors such as pollution or pollen data. There’s
no reason why these sensors couldn’t link with our Google calendar to make connections and offer advice. Perhaps it was the
fourth meeting of the day that tipped your body into low blood
sugar and high tension, for example.
The potential for interesting data sets that can link external
factors such as location, present company or daily schedule with
our stress levels is huge and very valuable. But designers such as
Daljit Singh, co-founder of high-end design consultancy, ConranSingh are interested in smart wearables that aren’t just about
the technology or the very literal uses it can deliver. For Singh,
the interactivity is also going to be happening on a very subtle
level, too. “The true meeting of fashion and technology needs to
have a sublime, hidden and poetic quality to it,” he says.
Whilst t-shirts that flash real time status updates to a hot
chick across the bar are fun; products that report on their
life experiences are engaging; and subscribing to your body’s
health is clearly of great interest, what about creating an allure with this technology so it can comfortably sit alongside
luxury fashion brands who are all about delivering transformative experiences? Singh’s consultancy is currently working on a
few products that would fit into this category. One is the pixel
ring. It’s not a diamond, it’s a pixel, one that has the potential
to dazzle in a 100 different shades of white, depending on the
time or the specific day. “Perhaps,” suggests Singh, “it shines
particularly bright once a year on the day that you received it.”
This, too, could be capturing data and delivering messages but
doing it in an ambient, more discreet way.
So the future of smart wearables will have this more magical
tone to it, one that we won’t all need to shout about. Messages
could be conveyed through a gentle contraction of your skinny
jean or a low level glow on your inside cuff. Little touches that
delight and deliver value and are of course about much more
than just LEDs.
apparelinsiders.com · 27
THE WORLD’S FINEST COTTON
GROWN FOR LACOSTE
WORN BY JOHN HEIN
allaboutsupima.com
Agriculture
Software
Data
Innovations
Fashion
Advertising
Sustainability
Stick with cotton and your customers will stick with you.
Research tells us that over half of all consumers would be dissatisfied if cotton were
taken out of their favorite clothing. Plus, on average they’re willing to pay 25% more
for T-shirts and 20% more for jeans to ensure that their clothing stays cotton rich. So
if you’re thinking of substituting synthetics for cotton to keep your costs down, you
may want to think again. After all, there’s a reason cotton is the fabric of our lives.
cottoninc.com
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. © 2012 Cotton Incorporated.
Source: The Cotton Incorporated Lifestyle Monitor™ (www.CottonLifestyleMonitor.com)