Why are denim jeans sales increasing faster than the wider fashion market?

Sales of jeans are rising faster than the wider fashion market due to a revival of 1990s and 2000s trends, celebrity endorsements, and a consumer shift towards brands with a reputation for quality and value.

How have celebrities influenced the resurgence of Levi's jeans?

Celebrities like Harry Styles and Noel Gallagher have been spotted in Levi's, helping to rejuvenate the brand's image and drive sales, particularly in key markets like the UK.

What specific trends are contributing to the current popularity of denim?

Nostalgia for the 90s and 2000s, driven by Gen Z, along with new styles such as baggy jeans and cinch designs, are boosting denim trends and supporting the revival of double denim outfits.

Home / Business and Economy / Denim Revival: How Celebs Put Jeans Back in Vogue

Denim Revival: How Celebs Put Jeans Back in Vogue

6 Feb

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Summary

UK emerges as a rapidly growing market for Levi's last year.
Nostalgia for 90s and 2000s trends fuels demand for denim.
Jeans sales are growing faster than the broader fashion market.

Denim Revival: How Celebs Put Jeans Back in Vogue

Denim is experiencing a significant comeback, with sales of jeans outpacing the broader fashion market. The United Kingdom stands out as one of Levi's most rapidly expanding territories, influenced by prominent trendsetters such as Harry Styles, Noel Gallagher, and Grime Gran.

The resurgence of 1990s fashion, alongside new styles like baggy and cinch jeans, has revitalized demand for Levi's iconic 501s and denim in general. This shift contrasts with the Covid-19 pandemic era, when loungewear dominated and physical store closures impacted jean sales.

Brands with established reputations for quality and value are particularly benefiting from a consumer focus on 'money's worth.' Levi's also benefits from strong resale value and has been subtly rejuvenating its image, making it appealing to younger shoppers again.