Mom Jeans: Suburban Goes Straight Up Sexy

Levi Strauss & Co.
May 11, 2018

No one gives hugs like mom. And no pant hugs the hips (and lifts the booty) like mom jeans.

No doubt, these cheek-enhancing, high-waisted wonders have experienced a pendulum swing in popularity over the last few years. But they’re certainly riding high right now – and the Levi’s® brand has you covered. No, these aren’t your mother’s jeans, they are the cooler iteration.

This season, our Mom Jean, inspired by vintage Levi’s®, are named after characters who rocked them so well in the 90210 back in the ‘90s. These updated versions of the “Brenda” and “Donna Martin” fits are designed with a conscientious bent – they are made using our Water<Less® techniques.

“They’re familiar, yet so ‘now,’” Jill Guenza, global VP of women’s design at Levi’s®, recently told the New York Post, explaining the fit’s current popularity.

The styles co-exist nicely with our popular Wedgie Jean, a favorite among women of all shapes and sizes. But, of course, much credit also goes to the celebrity scene. From the Kardashian clan to Gigi Hadid, the fit has found its place among the popular and fashionable. As a result, searches for the fit have more than doubled since last year, even outpacing searches for skinny fits in New York and California, the New York Post reported.

Like our revamped baggy fits and Silvertab® collection, the Mom Jean is an iconic look we are happy to bring to a new generation. So, this Mother’s Day, go ahead and join your mom in this throwback style. Like mother, like daughter.