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CALL IT A COMEBACK?

Women bought more jeans over the last year than there are actual people in America.

364 million pairs

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Why It Matters:

“When they think of America, they think of blue jeans.”

Nancy Davis curator, American History Museum. During the Gold Rush, two men, Jacob Davis & Levi Strauss (a German immigrant who ran a San Francisco store) applied for a patent for riveted denim pants. The popular pants held up in tough conditions & changed the fashion world as we know it.
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Notable Trends

  • Here’s the deal: Jeans sales have declined in recent years except for the last year, when jeans sales suddenly increased.
  • Why? New fabric technology (stretchy denim), more comfy styles (high rise, “mom” jeans), and deep discounts (half of jeans sold were bought on sale, according to NPD group).
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“…women want to wear more than just leggings and yoga pants.”

NPD Group chief industry advisor Marshal Cohen, who analyzed recent jean sales. Women still like their leggings and the "athleisure" category continues to grow, with lines like Athleta and Spanx, now including jean options.
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American Eagle says the company sold $1B worth of jeans last year. The rising sales of denim has helped a famous American brand & jean inventor, Levi Strauss & Co.. The company saw a double-digit increase in sales last year.

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