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Denim trend reappears as the athleisure fascination begins

Over the past decade, the stretchy workout pant leggings which had for years been limited to a life inside the gym, has substituted the traditional pair of jeans as casual wear for women, allowing brands like Lululemon and Nike to reach a whole new demographic of women by supplying athleisure apparel category.

With widespread every-day adoption of athleisure classic sportswear brands, have profited significantly. As the trend solidified as a lasting sartorial statement, Nikes were joined by lifestyle and fashion brands and even celebrity-fronted collections, which introduced activewear lines in an attempt to bank on the frequency of athleticwear turning up outside of the gym.

At present athleisure craze is increasing as some analysts reached its saturation point and as a result, sales are beginning to slow. It has resulted in a renewed interest in denim. Sales of many traditional sportswear giants are starting to fall when it comes to stretchy leggings and crop tops, while discounters Walmart and Target are pushing further into sportswear, and fast-fashion retailers like Forever 21 and H&M getting in the game causing prices to come down.

With jumps in revenue of Tommy Hilfiger and Calvin Klein, big mall brands, such as Madewell, Abercrombie, and the Gap, have attributed some of their late 2017 growth to increased demand for jeans, giving rise to projections that good old denim is expected to make a triumphant return to grace.

Denim has definitely made a comeback, as recently as 2018 Alta Moda couture show, an important emphasis was given on jeans. Whether its roomy Martin Margiela-inspired jeans or traditional Levi’s given the industry’s fascination with wistfulness and archival looks, a full blown reappearance of America’s traditional casual pants of choice is almost surely upon us.

 
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