Benim Denim is a fashion start-up that is challenging the traditional idea of growth and success in the industry. Unlike most brands, Benim Denim is designed to shut down once all its material is gone, focusing on a closed-loop fashion design trend. Co-founders Haisam Mohammed and Noah Bramme recognized the issue of dead stock, which is inventory that can’t be sold, and wanted to find a more sustainable solution. They met with Renewcell, a textile recycling company, and explored the concept of using recycled textiles in their brand. The founders believe that this approach will be embraced by the next generation of creatives, who prioritize sustainability and value-driven growth.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Benim Denim aims to shut down as a brand | Shift from growth-focused to closure-focused | More brands adopting a closed-loop fashion design trend | Desire to reduce waste and environmental impact |
| Benim Denim uses dead stock denim to create a limited run brand | Adoption of sustainable fashion practices | More brands using dead stock materials and limited runs | Desire to reduce waste and environmental impact |
| Benim Denim founders question fashion industry’s environmental impact | Shift towards sustainable fashion practices | Fashion industry becomes more environmentally conscious | Desire to reduce fashion industry emissions |
| Benim Denim collaborates with Renewcell | Collaboration for textile recycling | Increased collaboration between brands and textile recycling companies | Desire to recycle and repurpose textile waste |
| Benim Denim challenges traditional design thinking | Shift towards utilization of available materials | Designers prioritize availability over preference | Desire to challenge and innovate in fashion design |
| Benim Denim explores collaborations with other industries | Expansion of collaborations with excess materials | More cross-industry collaborations using excess materials | Desire to repurpose excess materials and reduce waste |