Move over athleisure, jeans are back! After a period of sales slump and stiff competition from comfort-focused clothing like athileisure, denim is experiencing resurgence. Market research reveals an industry shaking off the pandemic blues and embracing new trends to reclaim its position as a wardrobe staple. Recent reports from research groups like Circana and retail intelligence firms like Edited suggest denim is staging a comeback. This revival is due to factors like innovative styles, sustainable practices, and a renewed appreciation for classic fashion.

Jeans sales on the rise

According to Circana, denim sales in the US reached $18.8 billion in2023, up from $17.5 in 2021, signalling renewed interest in the category. EDITED's data further supports this trend, showing a significant rise in the number of new jean styles arriving in stores. EDITED study shows so far the broad denim category is selling well. New stock for men and women arriving on websites in the US and UK for fall is up 30 per cent compared to last year. The number of new styles that are selling out in the majority of sizes is up 51 er cent, showing demand is still high. This resurgence is not limited to the US; globally, jeans are experiencing a revival, with brands reporting increased sales and consumer interest.

Table: Regional jeans sales

Source: Circana

Despite the positive signs, the jeans industry still faces challenges. One major challenger is athleisure. The comfort and versatility of athleisure wear have led many consumers to ditch their jeans in favor of leggings and joggers. Consumers are increasingly looking for comfortable and versatile jeans that can be dressed up or down. Moreover, the shift to remote work has reduced the need for formal attire, impacting the demand for jeans, especially in the workplace. And one major concern about denim or jeans is sustainability. The traditional denim manufacturing process is resource-intensive, raising environmental concerns among conscious consumers.

One of the biggest hurdles for jeans has been the constant shift in style trends. The dominance of skinny jeans for over a decade led to a desire for fresh silhouettes and styles. With the rise of diverse body shapes and sizes, finding jeans that fit well and flatter can be a challenge. This rapid evolution makes it challenging for consumers to keep up and for brands to anticipate the next big thing.

What’s driving revival

As studies have now shown jeans are slowly making a comeback. So what’s driving this revival?

Wide-leg styles: Loose-fitting, comfortable wide-leg jeans are gaining popularity, offering a stylish alternative to skinny jeans.

Sustainable denim: Brands are increasingly adopting eco-friendly practices, using recycled materials and less water in production.

Vintage and Y2K aesthetics: The resurgence of vintage fashion and Y2K trends has brought back styles like low-rise and bootcut jeans. Baggy jeans, low-rise waists, and distressed denim are making a comeback, all because of Gen Z's fascination with all things 90s.

Customization and personalization: Brands are offering customization options, allowing consumers to personalize their jeans with unique washes, distressing, and embellishments.

Premiumization: Consumers are investing in higher-quality denim, with an emphasis on craftsmanship, durability, and sustainable materials.

Workwear influence: Utilitarian styles with durable fabrics and functional details are gaining popularity.

Take Levi's, a quintessential denim brand for example. They faced sales decline in the early 2020s but have managed to rebound by first embracing new styles. They introduced relaxed fits and wider leg options that worked well for consumers. Investing in more sustainable production methods and materials was another smart strategy they adopted. Their ‘Buy Better, Wear Longer’ campaign emphasizes the durability and longevity of their jeans, appealing to environmentally conscious consumers. And to work up nostalgia they re-release classic styles tapping into vintage trends. "We're seeing a real resurgence in denim, driven by a desire for both style and comfort," says a Levi's spokesperson. "Consumers are looking for jeans that fit well, feel good, and reflect their personal style."

Meanwhile, designers have started to emphasize more athletic or sporty looks in denim, such as Miu Miu’s track jackets and windcheaters. In coming months, there could be more mixing of styles — rather than full athleisure worn during the pandemic or the subsequent rush into denim.