Sales in domestic denim dipped six percent last year, and manufacturers are collectively losing their shit over it. VF Corp, maker of Wrangler and Lee jeans, is trying to find new ways to use the fabric. Levi’s, who's also been affected by the decreasing sales, has reportedly cut jobs as part of a plan to save $200 million a year. Though the six percent decrease in sales might seem small, it’s a big deal when it comes to denim production.
"It's rare for denim to take such a dramatic drop,” Marshal Cohen, chief industry analyst from The NPD Group, told NBC News. “It's a commodity business, we buy it and replenish it all the time."
So what's causing this unusual dip in denim sales? For starters, consumers are now preferring athletic gear over denim. In fact, some brands are increasingly making sportswear-inspired collections and pieces, a trend evident in both streetwear and menswear. Retailers are calling the trend "athleisure," referring, more specifically, to teens and women favoring leggings and yoga pants over denim. Perhaps that's why Lululemon, a brand that sells workout clothes, has become a billion dollar company.
But will denim ever go out of fashion? Probably not. The indigo fabric has become a part of American life as much as apple pie and baseball—especially if you're asking denim nerds. Fashion goes in cycles, and denim sales will likely increase again once this athletic trend is over.
[via NBC]
