Created from the desire to construct a new, modern and better way for denim manufacturing, Desert Studio, a fully integrated textile manufacturer came into existence in Dubai in 2013. Fibre2Fashion spoke to Farhan Machiyara, Group CEO of Desert Studio, to understand the unique denim market of the Middle East, factors differentiating the region from rest of the world, and some improvisions that the company wants to bring into denim manufacturing.
What is the market size of denim in UAE? What are the factors differentiating denim factories/mills of Middle East from rest of the world?
Desert Studio is the only denim manufacturing facility in UAE-our main goal to establish a facility in UAE was to offer premium denim brands, a one stop solution for design, development and production. Strategically Dubai, UAE was selected as this region is the center of the world when it comes to ease of travel and shipping. We work with brands all over the world from US, Europe, to Australia.
Desert Studio was established keeping in mind the aspect of sustainability. Our location in a desert climate emphasised the need to establish a setup that had water conservation front and center. We are proud to be one of the few manufacturers with the most sustainable laundry setup globally.
Additionally, the Middle East is a hub of technological innovation. This gave us the chance to explore less labour-intensive means of production. We were one of the first laundry setups to install and employ laser machines for denim finishing.
How is the demand of your products domestic versus oversees?
We are an export-focused concern and our production at present is fully exported to EU, US and Australia.
Which are the regions where the demand of denim is increasing steadily? What are the factors contributing to this?
We are observing that denim sales have increased across the world which in turn is making production very competitive. More recently there has been a greater demand shift from conventional production techniques to sustainable production methods. In line with this, organisations must consistently invest in and allocate resources into improving their environmental credentials and innovate production techniques to keep themselves in business.
What are the current trends in the denim market since the pandemic happened?
In keeping with teachings from the pandemic, and with the greater reliance on work from home and with climate change and conservation becoming mainstream issues in society, we see sustainability and comfort being the main driving force for all current and future trends. The consumer today has a much greater awareness on environmental impact and sustainability. We hope to continue focusing on these two trends for the foreseeable future.
How do you improvise on your design capabilities to come up with a better way for denim manufacturing? Please share at length.
To uplift our manufacturing and design capabilities we are working on multiple directions. Desert Studio employs designers and consultants from all over the world, who work with our Laundry and Technical team - we also have very close collaborations with different machine, raw material and chemical suppliers. And we conduct regular workshops within our company and with our stakeholders to share new research and techniques to elevate our capabilities, equipment and innovation.
What are the latest technology and best practices you follow to ensure flexibility, high levels of accuracy and quality at every level of production and processes?
Our complete manufacturing supply chain is developed on a module-based supply chain technique so that we can give ample flexibility to our partners. From cutting till packing of garment, we have kept our process lean so that we can utilise our time and resources fully.
We have established a state-of-the-art pattern department where we employ software technology to design better fitting and cutting-edge garments with a greater accuracy and less wastage of fabric. Further, we have heavily invested in our garment laundry where the latest technology and machinery are used to give maximum output with best quality outcomes.
Some of the leading branded jeans manufacturers are incorporating smart fabrics and interactive technologies. What is your take on this?
Any future-thinking concern has to consistently invest in the path forward. Using technology to advance production methods and a less labour intensive manufacturing process are the needs of the day. Also the consumers today are more aware and there is a need from them for products that are innovative and interactive with an environmentally conscious ethos.
Is the denim sector affected by seasons? Is there any particular season which helps to boost the denim sales?
In past, yes, making new development as per season were important to generate sales. But now with fast fashion finally taking a back seat, we see a greater emphasis on seasonless wear, and items that can be used throughout the year rather than each quarter. Additionally, denim is the ultimate everyday garment. It can be worn whenever, wherever, so the demand exists year-round.
Where are you manufacturing units based at? How much denim is produced annually by you?
Desert Studio sources fabrics from all over the world and has its own garment production setup. We produce about 1.5 million pieces per year.
Who are some of the famous brands/retailers you have as customers?
We supply to premium brands globally, many of whom are popular high street names.
What lies ahead of the road for Desert Studio?
Sustainovation, innovation with sustainability as a driving factor.
Our aim has always been to make garments in the cleanest way as possible so that our carbon footprint is at the minimum level possible. Our future efforts will always center on improving our manufacturing techniques with the environmental aspect in mind, which we believe is beneficial for all stakeholders. (PC)
Published on: 01/07/2021
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.
20230103183907.png)
