The denim market is increasingly being pulled in two directions, as the K-shaped economy divides consumers between the haves and have nots.
As Scott Gress, president of North American sales and marketing, fabric and garments at Siddiqsons, puts it, the economy is “unquestionably and increasingly bifurcating.” With high-end consumers still spending while shoppers on the other end of the spectrum are opting to be more cautious with their expenditures. Across the denim market, manufacturers see that divide translating into distinctly different expectations for product. Bossa’s Besim Özek points to consumers who still seek “premium, innovative and sustainable products” on one side and those who are more “price-conscious and focused on durability and value” on the other. Soorty Enterprises’ Eda Dikmen said this “polarized” market means some are looking for cost-efficiency while others continue to demand sustainability, transparency and storytelling.
For denim manufacturers, however, the K-shaped economy isn’t simply dividing the market into value and premium camps—it is multiplying the demands they must meet, sometimes for the same customer. Naveena Denim Mills’ Aydan Tuzun said, “different groups are moving in different directions,” which requires more targeted offerings. In response, manufacturers are becoming more versatile, broadening assortments, adjusting operations and finding ways to deliver relevant innovation at different costs. As Soko’s Luca Braschi put it, the industry is confronting “two very different pressures,” but ultimately one challenge: “to create value for both.”
Eda Dikmen
Group General Manager – Marketing Communications & Branding
Soorty Enterprises
On how consumers measure value: The market is polarized—value-driven consumers are prioritizing cost-efficiency under tight financial buffers, while premium and luxury buyers demand uncompromising sustainability, transparency and emotional storytelling. Second-hand and repair models are rapidly expanding alongside both, reshaping how people think about value-per-wear.
On delivering versatility: Our approach is tailored to each brand’s target consumer. For premium brands, we focus on innovation, trend-led development and high-value products through our R&D capabilities. For value-driven brands, we optimize materials and product engineering to deliver quality, fashionable denim at competitive prices without compromising performance. What matters most is the belief that sustainability and innovation are not exclusive to the luxury tier—Soorty was built for sustainability at scale, across every price point. As consumer expectations evolve, premium brands increasingly seek value-added products that stand out. We support this with design innovations and a diverse range of embellishment techniques, enabling brands to create market distinction.
Henry Wong
VP, Product Development & Marketing (North America), Digital Design Team Lead
AGI Denim
On shifting priorities for different markets: We are seeing the K-shaped consumer market reflected in the different priorities brands bring to product development. Many of our customers operate across multiple price points, consumer segments and geographic markets, so even within the same company, product strategies can vary considerably. In one market, the priority may be aggressive cost optimization, while in another, the same customer may be looking for greater differentiation through denim character, shade, color, surface effect or design detail. For mass-market programs, we are often asked to identify more efficient fiber blends, constructions and wash routes that reduce cost without compromising the quality or character of the product. At the same time, innovation is far from dead.
On where that leaves innovation: We continue to offer a broad portfolio of technologies, and some brands are adopting them even when they carry a higher cost, although that represents a smaller part of our overall business.The key is ensuring that every innovation or design choice delivers a clear and relevant benefit for the consumer and the market it is intended to serve.
Besim Özek
Strategy & Business Development Director
Bossa
On how Bossa is adapting: At Bossa, we address this divergence by offering a broad and flexible product portfolio. We work closely with our clients to develop both high-value, innovative denim collections and commercially accessible solutions that maintain strong quality and performance standards. This flexibility enables our customers to respond to different price points and consumer expectations while preserving their brand identity. Our focus is to provide the right balance of innovation, sustainability, quality and cost efficiency for every market segment.
Scott Gress
President North American Sales and Marketing, Fabric and Garments
Siddiqsons
On how Siddiqsons is repositioning: As a Pakistan vendor, we tend to target the mid-market and our ultimate customer is feeling the pinch. We are experiencing unprecedented price pressure, and we are looking at every option to support our customers and weather this storm together. At the same time, we are developing better fabrics in an effort to move upstream where the pressure is not as palpable.
Eray Karaduman
General Manager
Calik Denim
On democratizing innovation: Our approach is not to define innovation only through premiumization, but to develop meaningful value at different levels of the market.
Our Earth Echoes AW 27/28 collection reflects this thinking particularly well. Concepts such as True Fit focus on shape retention and lasting performance, while Bio Form explores bio-based fibers and auxiliaries. Our unique eco-innovation B210 addresses another growing expectation by enabling fabrics designed to biodegrade by more than 99% within 210 days under specific conditions.
Across the portfolio, the objective is the same: to give our customers different tools to respond to increasingly diverse consumer priorities. Whether the need is durability, comfort, responsible materials, performance or a more distinctive denim aesthetic, we want innovation to translate into something the end consumer can actually understand and value.
Luca Braschi
Marketing & Technology Manager
Soko
On innovation as a value add across price points: We see two very different pressures in the market. One consumer is extremely price-conscious, while another is still willing to invest in denim that offers something distinctive—better quality, durability, innovation or a meaningful sustainability story. The challenge is to create value for both.
For volume and price-sensitive markets, innovation has to deliver measurable industrial savings: fewer chemicals, less water and energy, shorter processes and better reproducibility. At the premium end, chemistry can help create differentiation through new aesthetics, hand feel, garment protection and more responsible finishing and dyeing concepts. Innovation cannot be a luxury. It has to create value whether you are producing a competitive five-pocket jean or a premium fashion product.
German Alejandro Silva
Executive Director
Vicunha
On what differentiates the Brazilian consumer: In Brazil, this divide is not simply between low-cost and premium products. Consumers under greater financial pressure look for affordability, but they do not want to compromise on quality, comfort, fit or durability. At the same time, other consumers continue to look for fashion, innovation, differentiation and sustainability. We are seeing a similar dynamic in our other markets, although the balance varies by region.
On justifying the price: Our clients are building more focused product ranges, with clearer value propositions for each consumer group and price point. At Vicunha, we support this with a broad portfolio that combines competitiveness and performance in higher-volume programs, as well as differentiated constructions, fibers and finishes for higher-value products. At each level, the key is to offer quality and benefits that clearly justify the price.
Aydan Tuzun
Senior Vice President, Sales & Marketing
Naveena Denim Mills
On moving past trends: Instead of treating this as a challenge, we see it as an opportunity to create more targeted collections. Our AW27/28 collection was developed around evolving consumer behaviors rather than simply following seasonal trends. We identified different emotional and functional needs—from timeless, investment-worthy denim with lasting appeal to versatile, accessible products designed for everyday life.
By offering a broad portfolio—from authentic premium constructions to smart value-driven developments with strong sustainability credentials—we help our customers build collections that resonate across multiple consumer segments without compromising on quality or design.
