Denim will not disappear from the world overnight. As Bill Blass said, denim is one of the best apparel garments that ever existed and this is due to its durability and comfort (Downey L, 2009). People are very unlikely to change this product unless they find an alternative that can replace these selection criteria. The denim industry will have to swap to sustainable technologies if they want to continue surviving.
Increasing population makes companies increase their jeans production. In China's Xintang province, 300 million pairs of jeans are made annually (Webber K, 2018). In the past, people would wear one single pair of jeans for ages but now individuals can have many pairs. The impact on the environment is huge but trying to convince customers to buy less will take a lot of time and effort.
Changing to a more sustainable fabric would be the most effective solution. For instance, brands like Levi's have committed to detoxifying their jeans by the year 2020, Jack and Jones are making jeans with lasers, and there are small brands that are using organic cotton or bamboo and fewer chemicals (Fashion Revolution, 2018). These companies have demonstrated that sourcing from eco-materials causes immediate recognition among their customers.
There is no quick solution for the denim problem, but it is necessary to start using new fabrics. Even if there are activists that promote eco-friendly ways, the majority of consumers do not care about the product life cycle so it is companies which understand the process who can do something significant.
References:
Downey, L. 2009, Blue Denim by the Way: The Levy Strauss &Co. Archives. Vol.43, P 150–165 Viewed 25 March 2019,<file:///C:/Users/Luisa%20Bruce/Downloads/Blue%20Denim%20By%20the%20Bay%20(1).pdf>
Webber, K. The Environmental and Human Cost of Making a Pair of Jeans. Viewed 25 March 2019. <www.ecowatch.com/environmental-cost-jeans-2544519658.html>
Fashion Revolution 2018, ¿Cuanto cuestan tus jeans? Viewed 25 March 2019, <https://www.fashionrevolution.org/spain-blog/cuanto-contaminan-tus-jeans/>