Kevin Reardon
Vice President Sales and MD Cone Denim
Sustainability at core of all Cone Denim innovations
Cone Denim is a worldwide leader in denim innovation. Fibre2Fashion speaks to Kevin Reardon, Vice President Sales and Managing Director of Cone Denim, to know how the iconic brand continues to inspire the global market with a passion that balances denim art and science and leads in industry knowledge, technical expertise, and sustainable denim innovation.
Denim in the 50s to denim in today's times. How have consumer preferences changed over the years?
The main shift today vs the 1950's is that today's denim consumer can get the beautiful vintage look of the 50's but engineered to be much more comfortable to fit today's lifestyle. Stretch performance has made such an impact on the choices that are available to consumers that fuse personal style, customisation and most importantly comfort.
What makes Cone Denim an iconic denim brand in US? What is your USP?
Cone Denim's heritage and legacy dates to 1891 when brothers Moses and Cesar started the brand with a vision ahead of their time. Denim enthusiasts worldwide recognise Cone Denim for its place in history as the creator of long-chain indigo dyeing, denim sanforisation and Cone's Deeptone Denim, introduced in 1936. Cone Denim continues to inspire the global market with a passion that balances denim art and science and leads in industry knowledge, technical expertise, and sustainable denim innovation.
Which leading brands are your customers?
Cone supplies fabric to top denim brands across the globe. Many of those relationships are longstanding including Cone's relationship with Levi that started with a handshake in 1915 and continues today, nearly 105 years later.
What is trending in the denim industry in terms of new yarns, dyes, finishes, and constructions in developing fabrics? Apart from jeans, which other denim products are in great demand?
Yarns that come from a recycled source or closed loop system are in high demand at the moment, dyes and finishing chemistry that require less water, energy and chemicals are the norm not a trend, fabric finishing that allows you to use less water, time, and chemicals in the garment wash process are key.
Denim is having such a strong moment in high fashion which is opening up so much choice in denim product from accessories, outerwear, dresses etc.
Earlier this year, you entered into an agreement on bringing the American Draper X3 selvage looms from the iconic White Oak plant back into production. Have production begun for the North Carolina region? If yes, what kind of output is it giving?
Cone was excited to provide a path forward to continue the legacy of the iconic selvage looms. We are not involved with the new operation of the looms and not able to update on their current status.
Recently, you debuted the Cone Community Collection of selvedge fabrics. What are the main characteristics of this collection? What are the causes it wants to raise awareness about?
Denim is the most globally iconic fabric. People across cultures identify with and connect personally to their denim, making it a perfect fabric for the Cone Community Collection. The denim community as a whole is very active in promoting and supporting social causes. We believe that if we design fabrics that have broad appeal and reach as many brands and people as possible, we can do our part to raise awareness and support causes aligned with the values and soul of Cone Denim, which transcend throughout Cone's history of giving back to employees and communities through community services and philanthropies.
This year Cone Denim introduced Cone Community Collection in support of Breast Cancer Awareness and Pride Awareness to increase acceptance and show our support of a wider and more inclusive community. We selected these causes for the initial Cone Community Collection because of their widespread impact. Everyone knows someone that has been affected by breast cancer. We chose to partner with the Alight Program, a Greensboro NC-based programme that provides financial, educational and emotional assistance to area women and families to help understand and navigate their diagnosis and treatment plan.
Likewise, the awareness and importance of inclusivity and acceptance resonates across our world and offers a positive impact to individual lives and communities. We believe that Cone Community Collection offers an additional voice to these principles and an opportunity for Cone to step up and help make a positive impact.
According to you, which brands are creating cause-oriented collections today?
The list for cause-oriented brands is rapidly growing from larger established corporations to start up and boutique brands. Some key brands that come to mind that have served as an inspiration and are trailblazers are Stella McCarthy, Patagonia and Madewell - the list goes on!
With leading US denim brands shifting their production bases in countries like China and Mexico, do you think it is difficult to revive the 'Made in USA' heritage?
American heritage will forever be in the heart of denim. Sourcing patterns and production bases are changing but the fabric's emotional appeal and legacy revert to its US heritage and love of vintage denim.
Which trade fairs are you going to participate next?
We are excited to participate again in Outdoor Retailer (OR) in Denver, Colorado (US) from January 29-31. We look forward to Kingpins shows in Amsterdam, New York and China, and Denim PV later in 2020.
Today selvedge denim is no longer a high-end denim product with chains such as Uniqlo selling a pair for €49. What's your take on that?
Selvage denim represents heritage and legacy in denim and resonates in different ways with denim enthusiasts. The broader availability of selvage today expands the selvage experience to greater number of people who have the opportunity to connect with denim heritage in exciting new ways, furthering denim's unique affection and emotional connection to people.
What new technologies is your research and development incubator, Cone 3D, currently researching on? What announcements are expected in future?
Sustainability is at the core of all Cone Denim innovations. We are excited to continue to explore different content, chemistries and processes that promote more socially-conscience denims globally. Over the last several months Cone has announced collaborations with Crystal for more environmentally friendly laser finishing technology and Cone's installation of new Jeanologia technology, in addition to the launch of Cone Denim's Recycled Cotton Collection of denims.
What are your future plans? What new partnerships on the anvil?
We look forward to exploring new opportunities to work with like-minded partners to drive innovation in sustainability and denim performance. Stay tuned for more.
What are the long-term sustainability goals set at Cone Denim in times to come? How circular is Cone Denim in its operations from seed to shelf?
Cone's parent company, Elevate Textiles, announced bold 2025 sustainability goals earlier this year focused on responsibly sourced fibres, reducing water consumption and lowering greenhouse gases. These goals solidify Cone Denim's commitment to responsible manufacturing and continue in our tradition of being an innovation leader.
What can be expected from you in terms of new product offerings and capacity expansions in 2020?
We see the past and the future merging as one. Denim is having such a strong presence globally and on the runways. This great moment in time is bringing a range of creative options that ultimately gives every denim consumer a choice that fits their body, style, and values. Vintage and overtly authentic denim still reign and how we merge the future into that product is through engineering and sustainable manufacturing. Denim will need to look a very certain way but at the same time be extremely comfortable, retain its shape, fit into our lifestyle, while making sure that each ingredient is sustainably considered and manufactured. (PC)
Published on: 21/01/2020
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
