Kingpins Trend is a collaboration with Amy Leverton of Denim Dudes.

Denim Dudes takes a deep dive into the cultural, creative and consumer shifts currently affecting our denim market. In this comprehensive 76-page report, Denim Dudes takes a deep dive into the cultural, creative and consumer shifts currently affecting our denim market. The report provides guidance for the supply chain — from mill to customer. Look for insight into silhouette, wash and styling on a product level through to consumer values, as well as brand strategy and actionable intelligence for denim makers.

For FW24/25, we crafted a 4 story forecast exploring everything from the rise of AI design, the future of Y2K to mycelium infused textiles and more.

• Avant-Y2K: As noughties continue to influence a new generation of designers and consumers alike, interpretations become less literal and more elevated.

• Recession-core: As we anxiously await for another recession to kick-in, whilst already feeling the effects of a cost-of-living crisis and souring inflation, is it perhaps time to try something else?

• Synthetic: As technology becomes further intertwined in our IRL lives, digitally inspired surfaces and AI generated design drive modern-day aesthetics for online natives Gen-Z, and Gen-A: the next demographic succeeding them.

• Underground: Underground explores the rejection of our current state of being, by embracing the fear for humanity's future and channeling that into active, alternative solutions.

The Trend Direction content is a digital file delivered directly to your email upon purchase.