How Levi’s® is Driving the Comeback of Denim

Levi Strauss & Co.
June 13, 2017

Trends come and go, but they will never take the place of a classic. And you’d be hard pressed to find anything as classic as a pair of Levi’s® 501® jeans.

So, it’s not surprising to see denim on the upswing, growing share of consumers’ closets in a major way through new styles that complement almost any look.

The Wall Street Journal wrote this week of the growth in denim, noting that sales were up in 2016 and expected to rise again this year, thanks to the emergence of vintage trends and a push to add flexibility and comfort.

“We saw this element of extreme casualization in play that made it acceptable to wear sports apparel beyond the intended purpose of playing sports,” James “JC” Curleigh, Levi’s® President, told the Journal. “We saw women wearing yoga pants to dinner.”

The Levi’s® brand listened to consumers’ needs for comfort and contemporary styles, and leaned into its heritage to develop new classics through innovations in styles, finishings and fabrications, like more stretch.

This approach begat fits like the newest additions to the 501® jean family, the 501® Stretch and the 501® Skinny; and the Wedgie Fit jean, which is a sexier, modern evolution of the ‘90s “mom jean.” The brand now also offers an athletic fit jean for men in the 541™ fit.

Today, Levi’s® jeans are the number one brand for men and women globally. Since relaunching our women’s denim collection in 2015, it’s become one of the fastest growing parts of our business.

As the brand who invented the American blue jean more than 144 years ago, when it comes to jeans, we don’t really call it a comeback – we’ve been here for decades, and we’ll continue to innovate to make our best loved products even better.

Read the full article from the Wall Street Journal (subscription required). Don’t have a subscription? Click on our Facebook post to read on.