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Prosperity Denim riding on fabric technology for its innovative range

"Chinese denim maker Prosperity Denim is striving hard to keep its leadership position. As managing director Andy Zhong, Prosperity Denim says “We have more than 100 new styles every month. In China, we make eight million yards a month and at the new capacity in Vietnam we will offer two million yards a month. This capacity is for denim fabrics. We also have other piece dyed and yarn dyed fabrics. In piece dyed our capacity is one million yards a month.” Innovations to stay ahead Zhong says the company is now focusing on a theme of Prosperity Fabric Technology."

 

Prosperity Denim riding on fabric technology for its innovative

 

Chinese denim maker Prosperity Denim is striving hard to keep its leadership position. As managing director Andy Zhong, Prosperity Denim says “We have more than 100 new styles every month. In China, we make eight million yards a month and at the new capacity in Vietnam we will offer two million yards a month. This capacity is for denim fabrics. We also have other piece dyed and yarn dyed fabrics. In piece dyed our capacity is one million yards a month.” Innovations to stay ahead Zhong says the company is now focusing on a theme of Prosperity Fabric Technology. There are new developments in dyeing, finishing, material processing, etc. “We focus on functionality, hand feel, stretch, etc.” Prosperity classifies its range under four themes: Hand Feel for a very soft feel as ‘Air-Lite’, C-Blend and Blue Force, range of ‘Stretch’ fabrics with J- Fit and Tri X, Eco-Technology with Bio-Stretch, Coffee Denim and Eco Color and ‘Functional’ to address the current trend of denim offering comfort. We use around 20 per cent Tencel, whereas generally in jeans wear, Tencel content is just four per cent.” Zhong says, it improves the hand feel as it is 50 per cent softer than regular cotton. “At Prosperity, we quantify the hand feel. We can say it’s soft in terms of percentage.”

Prosperity Denim riding on fabric technology

 

Meanwhile Prosperity Denim has diversified its stretch range. Zhong poins out “Generally around 30 or 40 per cent stretch is enough in denim but women want bio stretch or two way stretch. To put stretch in warp and weft, you need sophisticated technology. This also increases the cost. I think trend of stretch denim will increase in the next few years. The US and Europe have a bigger demand for biostretch.”

Focus on Sustainability

Talking about their eco-friendly moves, Zhong says, “We use eco dyeing, so the water is less dirty and consequently COD value is reduced. In dyeing, we use a new base that replaces the Hydro Sulphur. This reduces Chemistry Oxygen Demand (COD) by 60 per cent, higher the count means the water is dirtier. We recycle the coffee plant and put it into the fibre, yarn and fabric. One cup of coffee equals eight pairs of jeans. By recycling we reduce the impact on environment, so it is a bit expensive but still affordable. We have some association for coffee beans with the Taiwanese company S Café. We get organic cotton from India, Pakistan, Brazil, etc. We use air technology in finishing. So, the hand feel is soft. It can control shrinkage better.”

Prosperity Denim has developed Trio X range, with three yarns inside. And the inside yarns are not cotton but nylon or polyester. It has soft stretch, is easy on, easy off, therefore used for skinny jeans. It is good for stretch and performance. The company also has four way stretch, airlight stretch, making vintage jeans 10 per cent lighter. So, one feels more comfortable and it allows more freedom. “Then we have functional denim and super energy denim. Usually our body has heat. This fabric reduces body heat, deals with infrared rays, increases blood circulation, increases the oxygen level of the body. For this, we have done engineering in the indigo fabric. We have anti-odor denim. You can wear it for months at a time without washing. It won’t stink and still smell fresh. You can save water since you don’t need to wash jeans often,” explains Zhong.

Expansion Plans

Prosperity Denim riding on fabric technology for its innovative

 

Prosperity Denim has units in Vietnam which will soon have its own design development like their China units. In China, the company employs 20 designers and has an in-house washing unit. “Every season, we have our designs and develop our washing effects. Some fabrics have light wash and some heavy wash. Similar work would be done in Vietnam design development unit. In Vietnam, we may have a different fabric depending on market share,” he informs. At the moment, Prosperity has 20 offices around the world and in a year, they attend 15 to 20 denim shows around the world. The company has marketing offices in every major denim market and maintains close relations with fashion agencies, brands, buyers, etc. “We know the trends and what our brands want. We have stretch fabrics, functional fabrics, eco and hand feel. We understand our brands and also understand the fabric. We can connect the brands and the fabrics, We work very closely with H&M and some big Chinese fashion brands,” adds Zhong.

As for the future, Zhong says they are focusing on a better collection, new developments. “Last year we had a 60 per cent increase in sales. Our shipment focus this year will also be close to 80 million. Compared to last year, we will have 30 per cent annual growth. The company has a huge presence in China and sells 30 per cent to the US, 30 per cent to the European market and the rest to the domestic market. The company is looking at South America like Colombia, Brazil and Southeast Asia including Japan and South Korea.”

 
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