BRUT DENIM EMERGES AS ONE OF THE KEY MATERIALS OF 2026

New data from Heuritech confirms the continued rise of brut denim as one of the most relevant fabrics in today’s fashion landscape.

In Q1 2026, brut denim grew by +11% in the European womenswear market, while globally it recorded an increase of +20% in womenswear and +4% in menswear.

Growth is also accelerating across categories: skirts in Brazil (+18%), jackets in the UK (+48%), and outerwear in China (+52%), reflecting strong cross-market adoption.

Beyond its aesthetic appeal, brut denim signals a broader shift in the industry—a return to raw, untreated materials that prioritize authenticity, durability, and long-term value.

This is not just a trend. It marks the validation of a new approach where design is built from the material itself.