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Warp + Weft on Catering to the Consumer

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The CEO of Warp + Weft, a denim brand that prides itself on having the world’s most inclusive jeans, is a 28-year-old woman.

But for Sarah Ahmed, who also happens to be the creative director for powerhouse denim brand DL1961, being under 30 has meant being in better touch with today’s consumer and what a wearer wants from their denim.

“You see certain trends explode and you see how people are emotionally responding to those products and that’s very powerful. The first week we launched Warp + Weft we got hundreds of emails saying thank you, because we really tapped into this market segment where they were craving quality product with inclusive sizing,” Ahmed told Carved in Blue. “That had the message that everyone is welcome.”

Read more at Carved in Blue.


This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL® and Lenzing Modal® to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.lenzing-fibers.com.

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