The denim market in the US is more competitive than ever. The rise of athletic wear has not totally overtaken denim but it has fueled a more competitive market. Denim was scattered across the men’s spring 2020 shows, highlighting colored denim, bleach effects and classic trucker jackets. This not only bodes well for the staying power of denim but it also proves the consumer is still responding to the fabrication. While athleisure themes continue to rise and technical materials are soaring in popularity, there is still a customer that exists for both groups.

Madewell is currently among the top US denim brands. But only 19 per cent of Madewell’s revenue last year came from denim, with the rest coming from its combined other categories of apparel and accessories. Simultaneously, the last few years have seen consumers moving away from denim. Instead, customers, fueled by the rise of street wear, have embraced sweatpants, joggers and athletic leggings instead of jeans.

Some denim brands have adjusted to this shift by expanding their product range. One such brand True Religion known primarily for denim has pivoted to a more street wear inspired mix including other types of bottoms like sweatpants and joggers.