“Athleisure” Fashions and the Decline of Denim
America’s most iconic fashion staple – the blue jean – has notably been on the decline in recent years -- especially with the arrival of “athleisure” fashions.
Athletic attire has been moving out of the gym and into the streets as young and older women alike are ditching denims and opting for the more comfortable options of leggings and workout wear. In addition, companies such as Lululemon and Nike are churning out more high-end, tailored, and fashionable lines that have made it possible for workout wear to become a new kind of fashion statement.
With advances in high-tech fabrics and trendy tailoring, leisure wear has become much more accepted as modern daytime attire. Influenced by dance and yoga fashions, leggings have been the most notable offender in changing trends from stiff denim to a more comfortable yet body-conscious silhouette (even spurring a number of tangential fashion trends such as the infamous “jeggings” or the printed yoga pants). Although this trend started in the United States, it has made its way to Europe where fabrics and cuts are seen on designer runways and incorporated into more casual strands of après sport-inspired streetwear. This “performance lifestyle” trend has expanded over the last few years to redefine leisure wear, with reports estimating the market growing to a $100-billion industry by 2020.
What does this trend mean for our favorite denim designers?
The denim industry has taken a hit. According to NBC news, Levi Strauss suffered a 6% drop in sales last year, resulting in the termination of approximately 20% of its non-retail and non-factory staff as the company downsizes after a 76% drop in net profits. Numerous other denim retailers have reported similar losses and consequently are closing retail outlets and locations.
It seems as though not all hope is lost however. Recent reports have indicated that there might be an upswing in denim sales as companies such as Levi’s and Wrangler are rolling out new strategies and products in hopes of combating these devastating losses. By incorporating the use of stretch materials, skinny cuts, and increased colorways, denim companies seem to be embracing the athleisure influence and incorporating elements of the trend in their new lines and products.
Although denim seems like an eternal classic, the rise of athletic-wear inspired fashions have given the denim industry a real run for its money. But the fact is that trends come and go, and even something as iconic as the blue jean must embrace their consumer desires and adapt to the market in order to stay both relevant and competitive.
