Key Highlights:
- Bangladesh boasts over 200 jute mills, positioning itself strategically in the global market
- The primary issue with jute lies in its fiber staple length (1.0-1.50 meters) and higher micronaire (7+)
- Jute products, renowned for their moisture-absorbing properties, appeal greatly to young consumers
- In recognition of the importance of the jute industry, March 6 was designated as National Jute Day in 2017
Jute, the golden fiber of Bangladesh, has long been associated with the rural life and traditional culture of the country. However, jute has not been very popular in the fashion industry, especially among the younger generation, who are more accustomed to cotton, silk, or polyester. Traditionally perceived as old-fashioned and coarse, jute faced challenges in being accepted as a trendy and stylish fabric.
But this perception is changing, thanks to the efforts of some innovative and creative designers, entrepreneurs, and activists, who are promoting jute as a fashionable and sustainable fabric for Generation Z (GenZ).
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In recent years, a new generation of fashion enthusiasts has discovered the beauty and versatility of jute products. From runway couture to street-style chic, and from bags and baskets to earrings and blazers, jute items are making a statement in the urban scene, attracting the attention of both local and international buyers.
Moreover, Bangladesh boasts over 200 jute mills, positioning itself strategically in the global market. The industry now stands as the second-largest export category, providing direct and indirect employment opportunities for approximately 5 million individuals. By making the right strategic moves, Bangladesh can ascend to the summit of the fashion industry. It won’t merely be about providing cheap labor and garments; it will ignite a global revolution that reverberates worldwide.
Jute Fashion’s Troubled Beginnings
Jute stands out as one of the world’s most sustainable fibers. Despite this, its potential for high-end fashion has often been overlooked. The primary issue with jute lies in its fiber staple length (1.0-1.50 meters) and higher micronaire (7+).
Conventional jute spinning systems limit the finest count achievable to Ne 5/s, resulting in coarse textiles. However, recent advancements in jute tech and the introduction of Juton (a blend of jute and cotton) have propelled jute into the realm of fashion, particularly in the East.
Blended jute fabrics are now utilized in the creation of formal garments like suits and dresses, though these garments tend to feature vibrant colors to complement the jute’s natural aesthetic. Heavy embellishments are avoided to maintain the fabric’s rustic charm.
Instead, printing has emerged as the preferred method for decorating jute fabrics. Printed designs encompass a variety of Western and ethnic motifs, rendered in vivid colors. These designs may be applied using traditional block printing techniques, employing wooden blocks engraved with intricate designs, or through modern printing machines.
How Gen Z Views Jute Fashion Now?
Jute fashion resonates with Generation Z because it allows them to express their unique personalities and styles while advocating for social and environmental causes. Not only is jute fashion visually appealing, but it is also produced ethically and sustainably. Additionally, it serves as a platform to showcase the cultural heritage of Bangladesh, celebrating its diversity and richness.
Aarong does not apply VAT to its jute-based items. Jute products, renowned for their moisture-absorbing properties, appeal greatly to young consumers. With their bohemian flair, jute items have the potential to captivate the youth market effortlessly. Expanding outlets could enhance accessibility to these products. Events such as Arka Fashion Week and Dhaka Makers are crucial in spotlighting these treasures, revealing jute’s capacity to transform the fashion scene.
Additionally, jute fashion caters to this inclination by offering a wide range of options, spanning from casual to formal, traditional to contemporary, and simple to elaborate. Furthermore, jute fashion seamlessly complements other fabrics and accessories, allowing for the creation of distinctive and eclectic looks.
What Does the Future Hold for Jute Fashion in Bangladesh?
The Government of Bangladesh has introduced several incentives to boost the export of diversified jute products, including a 10% tax rate and a 20% cash incentive. In recognition of the importance of the jute industry, March 6 was designated as National Jute Day in 2017. In the fiscal year 2020-21, exports of jute and jute-based products hit $116.14 crore, marking the highest record in the past 12 years.
Collaborative efforts between the government, jute millers, jute spinners, and garment exporters aim to enhance the use of jute fiber in garment manufacturing. Integrating jute fiber into garment production offers the potential to significantly reduce the nation’s $20 billion annual expenditure on imported fabrics, yarn, and cotton.
Furthermore, the government has set a target to increase export earnings from jute and jute goods to $5 billion by 2025.
The private sector has also played a crucial role in advancing the jute fashion industry. Kalindi, MIB, T-Mark Bangladesh, and Baggitude are emerging as leading brands in the market, offering stylish jute bags suitable for both casual and formal occasions. Prices for these bags range from Tk1,000 to Tk5,000.
“While designing our bags, the first thing we keep in mind is if they are pairable with western clothes since the young customers mostly wear these. Previously, we used to only export. Last year, we started our journey in retail, and the response has been very positive so far.”
–Hadiuzzaman Khokon, one of the directors of T-mark Bangladesh.
SM Sajjad Hossain, CEO of Mayfair Stylewear, is championing jute-diversified products with the introduction of a jute blazer aimed at promoting sustainability. Demonstrating commendable initiative, his company has begun attracting clients seeking to mitigate the environmental impact of fast fashion.
Notably, these blazers are custom-made rather than off-the-shelf items. Upon receiving an order, a tailor undertakes 3 visits to the customer’s location or office. The first visit involves taking measurements, followed by a second visit for a trial fitting, and concluding with a third visit for product delivery. Each blazer is priced at approximately Tk14,000.
Looking ahead, the future of jute fashion in Bangladesh appears promising. Innovators, designers, and activists have successfully positioned jute as a fashionable and sustainable choice, especially resonating with Gen Z’s values of social and environmental consciousness.
