During the pandemic, the role of a creative director has evolved from one that keeps a pulse on market novelties and fashion trends, to one of understanding how a crisis of this magnitude will affect the consumer mindset and the future of the denim industry. As Global Denim’s creative director, Anatt Finkler has stepped up to do it all while also becoming a new mom.
From a business perspective, Finkler said trying to change the way Global Denim operates post-Covid, adapting to new climates and changing the work culture in Mexico into one based in compliance, sustainability and circularity have been some of the mill’s greatest missions and accomplishments. Despite a difficult year, Global Denim has pushed forward with 100 percent recycled cotton compositions, fabrics that fit three sizes and advanced its water-saving Ecolojean program, while maintain desirable looks and hand feels.
“On a personal business level, becoming a new mom and being able to manage work and a new baby, realizing that when you really want it you can do it all, has been one of the greatest struggles, joys and accomplishments I can ever imagine,” she said.
What is the biggest misconception that consumers have about sustainable denim?
Thinking that sustainable denim is just for an upper-class income shopper. It is true that sustainability often comes with an added cost, but it doesn’t have to be and it’s not always the case. Creating the right culture, demand and education around this can help turn new technologies into the new normal and even add potential cost saving by implementing circularity systems and processes. Creating sustainable denim available for everyone and not for a niche must be everyone’s goal and is something many companies are working on right now.
What can the denim industry do to ensure a positive post-pandemic rebound?
I think open communication and collaboration is the key. The pandemic revealed how broken the supply chain is in terms of commitments and trust. Working toward creating better bonds, being more responsible and more transparent will ensure a positive come back.
Skinny jeans: Over or a new staple?
In my opinion, and how my mom used to say, “la moda a lo que te acomoda,” meaning fashion will be determined in whatever you feel suits you best. Even if Gen Z is trying to get rid of skinny jeans by shifting to wide-looking comfortable jeans, skinny jeans will always remain a staple in wardrobes. Maybe it won’t be as big or exclusive as in the past, but I do not see them going away.
How can denim retail improve?
They need to be able to adapt to the new normal and deliver a buying experience that merges both the offline and online world with the use of technology. Also, they need to focus on their core values and align with their audience to ensure consumer loyalty.
How many pairs of jeans do you own?
Which jeans do you wear the most, and why?
My light wash Levi’s 501s. Even if they are rigid, I feel the most comfortable in them and they have been with me for many years now and lived so many experiences. By wearing them, it feels like a daily reminder of these adventures, and they empower me to seek for more.