At BPD Expo in New York on 24 July 2019, the theme was comfort. Sourcing Journal described a show where sustainability was "woven into every detail", from seed-paper marketing materials to fabrics that felt "less like a pair of jeans and more like a pair of sweatpants". Azgard9 brought its Fall 2020 denim to that conversation.
According to Sourcing Journal, Azgard9 "softened up its old-school looks" with a range of high-stretch jeans. One highlight was a high-waisted acid-wash skinny made from organic and recycled cotton, a classic look rebuilt with lower-impact fibres.
Function was the second story. Azgard9 showed water-repellent, flame-retardant and antimicrobial finishes designed to keep denim performing in different conditions while keeping its quality. The same thinking later led to Shield, the company's antiviral, water-repellent denim launched in 2020.
New York was a natural stop. BPD Expo was one of the shows CEO Ahmed Humayun Shaikh listed in 2017, alongside Denim Première Vision, Munich Fabric Start and Intertextile Shanghai. And the company was growing: in the year to 30 June 2019, net sales rose 26 percent to Rs20.2 billion, and the garment unit produced 10.5 million pieces.
Key facts
- ShowBPD Expo, New York, 24 July 2019
- SeasonFall 2020
- Highlighthigh-waisted acid-wash skinny in organic and recycled cotton
- Finisheswater-repellent, flame-retardant, antimicrobial
- FY2019net sales Rs20,215 million, up 26%; 10.5 million garments produced
Comfort, performance and lower-impact fibres in the same pair of jeans is what Azgard9 aims to offer every brand partner.
