Blue Cast: Björn Bengtsson on the Downside of Data and His Love of Denim

According to Untuckit’s chief product and supply chain officer Björn Bengtsson, e-commmerce’s rise at the turn of the century ushered in a massive shift in the fashion industry. Whereas fashion designers were once treated like “gods,” now the power lies with product. This trend has only accelerated as digital channels and adoption expanded, as he explained to Lenzing’s Tuncay Kilickan on the latest episode of Carved in Blue’s Blue Cast podcast.

“Right now, we have a little bit of wild west in the industry, because we have so many different channels, and we have so many different things that drive businesses—from culture to subcultures to influencers—and all of these enormous, vast quantity of brands that is in the market,” Björn. “There’s a lot of brands that are great, but they might not reach the audience because there’s so much noise in the market.”

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This article is one of a series on SJ Denim from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.tencel.com.