Jeans Are Stretching Their Way Back to The Top

Levi Strauss & Co.
August 16, 2017

The best way to stay in the athleisure game these days? You have to stretch it out.

It’s a takeaway denim brands, including Levi’s®, DENIZEN® from Levi’s® and Signature by Levi Strauss & Co.™ brands, are weaving into new offerings – to strong results.

Denim sales are on the rise after several years of decline, expected to grow by more than 2 percent this year, according to a recent story on Marketplace. The reason? Many trend watchers and market analysts point to softer, stretchier fabrics that allow jeans to compete with the comfort of athleisure, while maintaining the more structured and iconic style that denim has always offered.

Inspired by the wild popularity of yoga pants and other athleisure items as everyday apparel, the Levi’s® brand started stretching the traditional definition of denim by putting more give into their fits, including its iconic 501® and 501® CT jeans last year.

Additionally, our DENIZEN® from Levi’s® and Signature by Levi Strauss & Co.™ brands have also been in the stretch game for some time, with fits designed to flex with the whole family. These product attributes have been pivotal to the growth of both brands in the last five years and will continue to be essential to their success.

From trench coats and dresses to statements jeans, denim is all over the runways this year, leading to many headlines touting a “denim comeback” – and stretch is a huge part of that.

“Comfort is a key attribute that consumers are looking for in their denim jeans,” Kara Nicholas, vice president of product design and marketing at Cone Denim mill, told Marketplace. “People are multitasking, they need to move, they need to get things done so they want to be comfortable.”

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