Denim has long been synonymous with rebellion, resilience, and style, transcending generations, cultures, and trends. Its enduring legacy is not just about timelessness but also about adaptation—whether it’s evolving from workwear to high fashion or adjusting to the demands of eco-conscious consumers. As Beyond Retro unveils its latest denim campaign, we take a journey through the fabric’s evolution with Steven Bethell, the co-founder of Beyond Retro and Bank & Vogue, the world’s largest wholesalers of pre-loved textiles.
With decades of experience in the vintage clothing market, Bethell offers unique insights into denim’s evolution and its role in shaping both fashion history and the future of sustainable fashion. According to Bethell, certain denim styles have remained a staple throughout the years, including the classic Levi’s 501s and the flared jeans, but he notes that the vintage denim aesthetic is truly what defines Beyond Retro’s approach.
"Sometimes you see a bigger wave on the vintage denim, but really that denim aesthetic has always been a staple of Beyond Retro," Bethell says. "From the 501s to the flares, they remain iconic and consistent."
The cultural moments that have shaped denim’s journey are undeniable, and Bethell points to James Dean as a prime example of denim’s rise to fame. When Dean famously wore denim in Rebel Without a Cause, it was more than just a fashion statement—it marked the moment when denim, once reserved for manual labor, became ingrained in popular culture. Bethell adds, "When James Dean wore that pair of jeans, it killed the suit. That became the real cultural moment for denim."
As we approach 2025, denim is experiencing a resurgence of styles from past decades. Barrel-leg and wide-leg jeans are making a comeback, with celebrities like Jennifer Lopez and Hailey Bieber spotted in these retro cuts. While some might point to celebrity influence as a driving force behind these renewed trends, Bethell suggests that denim’s versatility speaks for itself.
"The jeans go from skinny to wide, but it’s still an evergreen fabric that you can do a lot with," he says. "You wonder if the celebrities are following the trends instead of making the trends."
Denim’s timeless nature has kept it relevant for generations, but what sets it apart from other fabrics? According to Bethell, it’s the way denim ages with the wearer. Unlike other materials, denim gains character over time, acquiring a unique patina that tells the story of the owner’s life or their imagined adventures. As he puts it, "Denim is a strong, durable fabric that gains a patina, unlike a lot of other fabrics—like cotton, which doesn’t gain a patina. Denim can tell the story of where you’ve been, or where you’ve pretended to be."
Beyond Retro’s latest denim campaign highlights this philosophy, showcasing denim not only as a style statement but as a fabric that can withstand the test of time. Sustainability is at the core of this campaign, with Beyond Retro emphasizing its efforts to reduce waste, upcycle, and recycle textiles. The brand’s approach to denim remanufacturing is an essential part of its commitment to a circular fashion economy.
"As an entity, the first thing we do is collect clothes that cannot be sold in charity shops in places like Canada and the USA," Bethell explains. "We then go through those clothes to see where they can be resold again. If they can’t be resold, we look at them to see if we can repair, upcycle, or sort them for fibre-to-fibre recycling."
Beyond Retro is known for its commitment to durability, authenticity, and sustainability, offering customers a curated selection of vintage denim that is built to last. The brand understands that consumers are increasingly seeking out fashion that aligns with their values, particularly when it comes to sustainability. The shift towards eco-conscious fashion has led many consumers to prioritise vintage denim over new, mass-produced garments, as these pieces offer a sense of authenticity that fast fashion can’t replicate.
"Our customers are really looking for authenticity, and you get that in vintage denim," Bethell says. "It's about finding something with character that tells its own story." Beyond Retro’s campaign not only champions the durability and timelessness of denim but also highlights the innovative circularity efforts that the brand is spearheading. Through collaborations and the development of its own label line, the brand is working to promote circular fashion and reduce the environmental impact of denim production. The campaign underscores the importance of investing in pieces that have lasting value, not just in terms of style but in terms of sustainability.
Looking to the future, Bethell is excited about the potential for second-hand and post-consumer denim to be incorporated into the production of new denim garments. He predicts that blending recycled denim into new pieces will dramatically reduce water and carbon consumption, helping to shape a more sustainable denim industry.
"I think what’s going to be exciting is where more pre- and post-consumer denim gets blended back into new denim, so the water consumption and carbon consumption is a fraction of what it is today," Bethell says. "That step towards circularity is critical."
As the world of fashion continues to evolve, Beyond Retro’s dedication to sustainable practices and its celebration of denim’s rich history ensure that the brand remains at the forefront of the vintage clothing movement. Whether you’re a long-time fan of the fabric or discovering its timeless appeal for the first time, Beyond Retro’s latest campaign serves as a reminder that denim is not just a trend—it’s a legacy.
