“Jeans are as much of a wardrobe staple as a white shirt, but fashion is cyclical, and like any brand or item of clothing it will gain and lose popularity as the tide changes.” This is what Lauren Sherman, editor-at-large at Fashionista told thee Huffington Post in response to the drop in jean sales nationally. There has been a 6% total drop and a 7% in jeans for women. Jeans priced at $75 and more have dropped a more drastic 32%.
Levi Strauss laid off 800 people after experiencing far lesser quarterly profits. This is largely in part to the emergence of yoga pants and other, more flexible pants that better accentuate women’s figures and are all around more comfortable than denim jeans for women. Companies like Levi Strauss (owner of such brands as Lee, Wrangler and 7 For All Mankind) are all working to devise ways to make their product more comfortable to keep up with the times.
Levi dropped it’s Revel jeans for women patent-pending “Liquid Shaping Technology,” “a flexible coating applied to the inside of the pants. The coating is supposed to limit the stretch of the fabric in specific areas in order to slim the wearer’s thighs and fit more comfortably.” “Keep its shape while showing off yours,” is the companies slogan for them. They were developed at the company’s Eureka Lab in San Francisco which was created in 2013 to serve as a research facility to develop new prototypes. The Revels have been years in the making. Head of jeans wear, Scott Baxter said,”You’re starting to see all of the hard work from our folks starting way back in 2010. It takes a while to develop it and get it through the system.” Levi is currently experimenting with strong, lightweight fabrics like Dyneema to add to its signature blend.
It’s still yet-to-be-seen how jeans for women will develop over the years, especially with companies such as Canada’s Silver Jeans Co. with their “Joga Jeans” or Spanx working on new things, such as their new chimeric spawn which claims to maintain “the look of jeans with the comfort of leggings,” while keeping “unwanted bulge at bay.