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SS23 Denim Trend: Nonconformist Notion

The Denim SS23 Trend Nonconformist Notion reflects on a sense of rebellion that comes along new-found freedom and a reverse of values and ideals. Over the course of the pandemic, the urge for more sustainable practices has triggered an aesthetic shift, which seems especially present across the denim category. New designs depict the concept of rigorous recycling through a more crafty and mended feel, which leaves spaces for purposeful imperfections. Pieces are enhanced with a unique identity and create the idea of one of a kind garments. The appeal of thrift and up-cycling is put at the core of the trend. With the idea of reworking existing pieces, consumers pursuit a maximum level of sustainability, avoiding to use even more resources. This trend taps into recreating the DIY aesthetic or offers the possibility to turn unsold overstock into new highlights. Finishes that recreate the worn-out look include raw finishes, artful DIY paint and sketch designs, bleach effects, patchworking and other more edgy approached to add a handmade and uncompromising sense of personality and rigorous desire to transform to the denim category. All-together, those finishings lead to an increase in the keepsake value of even more long-lasting products. Check the new must-haves below: 

Key Finishings

Rough and Used

Personalized DIY

Bleach it out

Punk it up

Contrasted Redo

Must Have Pieces

The Ragged Shorts

The Multi-Piece Cargo

The Neo-Jean Jacket

The Slouchy Wide

The Cut Out Pants

Undeniable needs for change

As for summer 2023 the key products that will adapt your assortment to this more rebellious concept, include mini shorts with raw edges and preferably high waits. Comfortable wide legs with slightly baggy fits and patchwork cargos that will offer comfort and a subcultural notion. Similarly, cut-outs are tapping into the more daring styles of the moment and connect freedom of the mind to a liberation of the body to celebrate more inclusive understanding of beauty. In terms of outerwear, the re-done denim jacket offers a canvas to demonstrate your brand’s DNA and strengthen your consumer loyalty. If you want to ride the current wave of change and subversion, make sure to incorporate some of these styles within your range. The more edgy trends, such as paint effects, cutouts and cargos, can be toned down into more commercially adapt products, through soft integrations of finishings and more delicate placements and shapes.  

10 November 2021