Consumer attraction to denim remains steady for a number of reasons. More than six out of 10 Global Monitor consumers wear denim because they like the feel of the fabric. Consumers also like the weight of denim and the styles offered in the market. Although three out of four surveyed say they like the current styles in denim, 67% say they enjoy keeping up with denim styles and are always looking for something new in their favorite apparel categories.

“As fashion trends have become more refined and dressed up, denim mills have reacted with developments that are consistent with the new directions,” says Tunsky, pointing to evolutions in enzyme washes, new glossy finishes and novel fabric approaches.

Around the world, the vast majority of consumers say they “love” or “enjoy wearing” denim. The Global Lifestyle Monitor reports German consumers top the list of denim fans; with 87% saying they either “enjoy wearing denim” or “love it.” They’re followed closely by consumers in the U.S. (78%), Colombia (76%), the United Kingdom (73%), Japan and Brazil (69%), and Italy (61%).

Mexican consumers own more denim garments (18 items) than those in the U.S. or any other country in the Global Monitor survey.

Mexico’s total was boosted by ownership of more denim shirts, skirts and jackets. After Mexico, shoppers in the U.S. and Thailand own the most denim garments (16), followed by Colombia (15).

The denim category comprises everything from low pricepoint styles at mass market stores, to elite premium models at boutiques and department stores, with jeans leading the charge.

A pair of denim jeans is the item most commonly owned by global consumers, with an average ownership of seven pairs, up 29% since 1999. Data from the first quarter of 2006 ranks average U.S. jean ownership at nine pairs.

Consumers in Mexico, Columbia and the United Kingdom share second place, with respondents reporting an average ownership of eight pairs. Nearly all respondents from Mexico (98%), say they own at least one pair of denim jeans, and that they wear them an average of four days a week. However, one can never have enough of a good thing, especially denim. Seventy-nine percent of Mexican respondents say they plan to buy at least one more pair of jeans in the next few months.

German consumers, who generally own seven pairs, have shown the greatest increase in jeans purchases; up an average of two pairs since 2003.

Although consumers from India own the fewest pairs of jeans (two), they had the second-largest growth rate in jeans ownership, making it a market to watch.

There are several designers and brands to watch, too; visionaries doing their part to keep the tried-and-true denim category modern. A very modern take on denim could be seen at this year’s Emmy® awards. “Grey’s Anatomy” star Katherine Heigel drew critical praise for wearing a gown that evoked vintage Hollywood glamour—an off-the-shoulder, fishtail design by Zac Posen, constructed of white denim.

Plan B, a New York-based apparel company, has also garnered buzz for its label with denim evening dresses, outerwear and even a denim tuxedo.

“Thinking outside the box has been an excellent marketing tool for us,” says Stephen Hardy, co-founder and designer along with Tony Falwell. “It’s always an exciting challenge to keep finding new twists to update the world’s most beloved fabric.”

Ruffian, headquartered in New York, is another apparel company looking to capitalize on consumers’ appreciation for denim by looking at the fabric in a new light. Designers Brian Wolk and Claude Morais designed a trench coat of raw and unwashed sky blue denim.

Wolk and Morais used the denim, “for its architectural qualities, and vintage Americana feeling.” The designers add, “The combination of a classic fabric like denim with a formal fabric like silk cotton creates an interesting juxtaposition between couture and sportswear.” Special treatments and applications also help to boost global interest in new denim styles.

Hardy says owning their wash facility has enabled Plan B to think and work outside the box in developing new finishes such as heat-affected silicones and coatings, which give unexpected drape, surface interest and fluidity to its denims.

“Plan B spends a great deal of time and effort in creating artisan treatments such as hand pleating, smocking and draping,” he says. “Perfect but unexpected when applied to the usually casual denim genre.”

As for future trends, Doneger’s Tunsky says upcoming denim colors include dark indigo, blue/black, black and charcoal gray, as well as some lighter shades of ivory.

“We are also seeing reversible denim. For example: indigo on the face of the fabric and a color on the back,” Tunsky says. “There are still many types of enzyme washes. And as new finishes develop in the fabric market, we are seeing some glazing or sheen on the surface. Weights vary from 8-to-9 ounces for the flare or wide-leg trouser with heavier weights continuing for the skinny and straight-cut.”

New trends and new ideas are helping denim claim a significant portion of Global Monitor consumers’ clothing budgets—6-to-14% of total apparel expenditures.

Over the last year, global consumers spent an average of $921 on apparel, including $99 (11%) on denim jeans. As a percentage of total apparel expenditures, jeans had the largest share among consumers in Colombia (14%), Germany (13%) and Italy (13%). Italian consumers spent the most on apparel ($1,716) and likewise the most on denim jeans ($217).

Respondents to the Global Monitor know that they like and want denim; and nearly two-thirds of those surveyed know denim is made of cotton. What is more, 68% say they would pay more for natural fibers such as cotton.

That’s good news for innovative labels whose designers continue to find new applications to capitalize on denim’s versatility