Amy Leverton combines her design background and trend forecasting expertise to redefine denim in a rapidly evolving market, fostering community and innovation in the industry.
Amy Leverton, a significant figure in the denim forecasting sector, describes herself as a Gen Xer with the forward-thinking mentality typical of Gen Z. Hailing from a background in fashion design, she has made her mark by shifting from creation to analysis in the fashion world, particularly focusing on denim.
Leverton’s career began after she graduated from fashion school, where she took on a design role with an online platform. Following that, she joined Next, a prominent retail chain in the U.K., which she refers to as “the Target of the U.K., but a bit more mumsy than that.” She recalls times when her audacious designs were not selected for store assortments only to find them becoming popular later, underscoring her intuitive grasp of the market. “I remember my old boss texting me…She said, ‘We’re putting all of your garments into work now,’” Leverton recounted. “I was trying so hard to design clothes that were a bit more backward, and it was still too forward for them. But sure enough, in two years’ time, the designs were bang on. [Forecasting] was always in my DNA.”
After her stint at Next, she transitioned to trend forecasting at the company WGSN, later playing a crucial role in the establishment of Stylesight, which eventually merged with WGSN. It was during her time in these roles that Leverton recognized her passion for forecasting over design. “There are lots of roles within the fashion, but for me it’s like, I can do other things, but this is what I know I’m really good at,” she stated.
In 2015, Leverton launched a consultancy named Denim Dudes, coinciding with the publication of her book by the same title. She initiated an Instagram account for the brand, aiming to establish an online presence that would complement her book release. Now, Denim Dudes boasts a following of over 100,000 on Instagram, broadening her reach beyond industry-specific forecasting to the consumer market.
The emergence of social media platforms like Instagram and TikTok has significantly altered the landscape of denim forecasting. Leverton noted that prior to the rise of these platforms, forecasting involved extensive research through trade shows and other inspirations. “Before [social media], to make a good forecast, you were going to trade shows, seeking out inspiration, then gathering it in,” she elaborated. Now, she believes the task has transformed into “filtering through the wall of information” to create intelligible and relevant narratives for consumers.
Leverton highlighted that consumer perceptions have drastically shifted, especially among Gen Z. “10 years ago, brands were telling consumers what they should wear and what they believed to be cool, and as consumers we were like, ‘Okay, cool,’” she observed. “Now it very much feels like the other way around.” This inversion marks a significant departure from traditional marketing dynamics, as younger generations seem less inclined to follow brand dictates and show increased preference for smaller creators and independent makers.
Through Denim Dudes, Leverton has engaged with various brands, including Levi’s and Gap, offering tailored insights based on their unique identities and consumer bases. She emphasized the diverse challenges posed by different brands but pointed out that “trends are trends.” Her insights, honed from experience in brand operations, facilitate an understanding that is often invaluable for these companies caught in the daily grind.
In recent years, Leverton has taken on additional responsibilities, such as curating trend forecasts for the Kingpins trade show in New York and Amsterdam. This year, she initiated a shift in business model, deciding to take ownership of the forecasts rather than continuing to contribute them as a freelancer. “It was something I’d wanted to do for a long time,” she said. Her vision for Denim Dudes includes an expansion into a subscription model that would provide access to exclusive content and insights while also considering the needs of students and smaller designers.
Beyond her forecasting work, Leverton has partnered with Erin Barajas to create a series of events in Los Angeles titled Here|After. The events aim to foster community and education within the denim industry, featuring designers from notable brands. The inaugural event was held in June, with plans for seasonal discussions on relevant topics. Reflecting on the need for community in the denim industry, Leverton remarked, “We live in complicated and difficult times, and I’ve predominantly viewed our denim industry through the lens of the designer, whose job is becoming more and more challenging.”
As Leverton continues to carve her niche in the denim forecasting space, she remains focused on her dual goals of fostering innovation and developing a community grounded in collaboration and inspiration within the industry.
Source: Noah Wire Services
