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Athleisure making way for denim

After several years of decline, the fashion cycle appears to slowly be shifting back towards denim. Interest in the once dear item has been building thanks to new styles which include rips and wider bottoms.

Americans have fallen in love with denim again one again and that too at the expense of yoga pants. Amid a debate over whether the athleisure trend is waning away, a search data from Google Trends shows that interest in denim is picking up. Meanwhile, it is learnt that fewer shoppers are showing a requirement for yoga pants.

Jefferies analyst Randal Konik, who published the data in a note to investors, said that brands like Lululemon should watch out. He further said that the athleisure trend is fading away.

The data from Euromonitor confirms this thesis, Konik added. It shows that growth in the sports apparel market has recently slowed to 5 per cent from 7 per cent in years gone by. The category's rate of growth is expected to remain in the 4 per cent to 5 per cent range over the next several years, the analyst noted. Retailers from Macy's to American Eagle have recently said that requirements of denim has been increasing.