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.

This denim revival extends beyond jeans to jackets, shirts, and skirts, with popular silhouettes ranging from wide-leg to bootcut. Nostalgia for the 1990s and 2000s, largely fueled by Gen Z, is a key driver, supporting trends like double denim outfits.

Levi's growth is attributed to robust online sales, wholesale partnerships, and its own retail presence. Local collaborations, such as those with Harry Styles and Sacai, along with celebrity endorsements from Beyoncé and Timothée Chalamet, further boost the brand's appeal.