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Denim demand rose across US and UK in 2021, black jeans sold the most: Study


Denim demand rose across US and UK in 2021 black jeans sold the most Study


After spending almost two years in their sweatpants, customers across the world are yearning to get back into denims. As a report by the Edited shows, demand for straight cut jeans made up 21 per cent and 23 per cent of the total apparel demand in the US and the UK respectively. Skinny jeans dominated menswear demand in Fall 2021 in the US. In terms of colors black jeans dominated demand with 22 per cent rise. The sell-out rate for black denim was also higher at 24 per cent than blue denims

Lighter colors, straight fits for women’s denims

Lighter colors were more in demand in women’s denim in the UK with neutral emerging the most sold color in denim. Of the total Fall-2021 collection, 42 per cent jeans sold were neutral colors while black jeans sold comprised 31 per cent and blue jeans 28 per cent.

In terms of fittings, for women, straight fit denims dominated demand during Fall 2021 in both UK and the US. Straight fit denim formed 21 per cent of total demand in the US while it was 23 per cent of apparel choices in the UK. Wide-leg and boot cut styles totaling 8 and 11 per cent of the total denim demand. Total sellout of these styles was 21 per cent of total apparel sellouts in both.

Demand for slim fit for men increases

In menswear, demand for slim denim increased 46 per cent in the UK and 45 per cent in the US. These styles also emerged the most sold out in both regions. Retailers also sold more baggy styles than wide leg and boot cut denims. As seen from visitors at the Coachella festivals, denim from US brand Noughty were most sought after. They are also opting for cargo pockets, distressed, low-rise cuts and micro mini-skirts. Denim fitting continues to be relaxed with consumers opting for loose-fit silhouettes.

US demands more black denims

In the US, demand for black men’s denims increased 22 per cent while their sellout increased 21 per cent. Demand for brown denim increased in both regions from Bershka’s straight fit cropped styles to baggy fits at River Island, their sell out rate increased 35 per cent and 68 per cent in the US and the UK respectively.

Denim collection across both countries featured a wide range of shades like the 90s-inspired bleached washes at Vaquera to rich indigo at Carolina Herrera and Fendi. Denim patchworks by Etro and Acne Studio were also popular as they mixed light and dark washes. Indigo and blue emerged the most preferred washes. These collections had brand logos and slogans stamped on them, most notably at Vetements.


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