There was a fascinating article on NPR last week*. The article concerned the 6% drop in sales for denim over the past year. This is significant downturn as denim sales have remained steady for decades.
What could be the culprit? Yoga Pants. Yes, you read it right and I am sure you are not surprised. The sale of yoga pants and active wear rose by 7% in the same time period. Athleisure may be here to stay. Says Amanda Halley of LIM College in Manhattan, "Everyone wants to look like they're running to the gym, even if they are not."
It seems Americans love elastic waistbands and soft stretchy fabric. The article also mentioned the relative non-wearability of recent trends such as skinny and colored jeans.
Personally I am doing my part for both industries by supporting designer jeans and a terrible lululemon habit. I am a giver.
*NPR. Blue Jeans Losing their Grip on American Hips. L. Carol Ritchie, 9/6/14. Web. www.npr.org