From Future, a French apparel brand known for its affordable cashmere, is the latest to step into the denim space. The men’s and women’s label recently debuted a denim collection made with sustainable elements.
The fabrics used in the collection are made of 74 percent cotton, 25 percent recycled cotton from fabric scraps and 1 percent elastane, and dyed using a process that saves water and energy and requires fewer chemicals.
Women’s jeans span the Joseph straight fit, the Johnny slim fit and the Jude bootcut, all available in sizes 34-42. Jeans are available in light, medium and black denim, with a white denim option offered in the straight fit. The men’s denim offering spans the Joey straight fit, the Josh loose fit, the Jacob slim fit and the Jack denim shorts in sizes 27-35. Washes include light, medium, dark and black denim.
The website’s fit tool powered by Sizefox assists customers in choosing the correct size based on a short questionnaire.
From Future’s debut denim is available now in stores and online from 110 euros ($119) for women’s jeans and 120 euros ($130) for men’s jeans. More is on the way for the brand, which advertises a range of denim styles it says are coming soon. Denim jackets, skirts and denim in a variety of fun colors like neon yellow, lilac and bubblegum pink are slated for the near future.
Though the brand is known for its cashmere, it also offers an assortment of high-quality, color-saturated fabrics such as silk sourced from China, “ice wool,” an extra-fine Australian Merino wool fiber, and 100 percent cotton, pima cotton and Supima cotton.
From Future’s foray into denim marks the latest in a wave of brands expanding into the category. Just last month, Emma Mulholland on Holiday, the five-year-old Australian label best known for its cheerful, vacation-inspired style debuted a capsule collection centered on its first jeans offering of two unisex styles. Prior to that, U.K. brand Rixo dropped its first range of sustainable denim dresses and separates, followed by contemporary women’s brand Ulla Johnson, which branched into denim after showcasing several jeans and a denim jacket at its F/W 22-23 presentation during New York Fashion Week.
The brands’ expansions comes as a recent report from Research and Markets projects that the denim market will reach $76.1 billion by 2026, up from $57.3 billion in 2020. Denim’s anticipated success can be attributed to the casualization movement that has infiltrated the workplace, as well as the growing number of young people entering the workforce and opting for more casual office attire.
