WWD highlights insights from Heuritech's Fall/Winter 2027–2028 Trend Reporton the growing popularity of soft blue denim washes across global fashion markets. The article explores how lighter denim tones are gaining traction following seasons dominated by darker washes, driven largely by Gen Z consumers and broader pastel color trends.

According to Heuritech’s analysis, bleach denim adoption in menswear is projected to increase by 13%, with particularly strong momentum among consumers aged 16–25. The report also connects the rise of soft blue denim to wider color movements including powder blue, pale pink, butter yellow, and evolving gray tones.

Additional insights spotlight the growing influence of “Riviera Rodeo” aesthetics, where washed denim shirts and relaxed silhouettes are gaining visibility across menswear categories, especially among consumers aged 45 and older.

Thank you to Angela Velasquez and WWD for featuring Heuritech’s insights!