In today’s market, brand positioning is about more than just the brand—it’s also about the mills making the product.

Before transparency crept into the realm of apparel industry buzzwords and consumers began to care more about where their clothes came from, mills didn’t market directly to consumers or co-brand with brands as much as they do today.

Mills are increasingly being called out on hangtags, and brands like Madewell and Lucky Brand note mills where fabric came from on their e-commerce product pages.

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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