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Can Denim Stay Relevant During Festival Season?

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Is denim’s reign as a festival fashion staple numbered?

While retailers stock up denim shorts before each festival season, U.K. retail and fashion data firm Edited reported that sell outs are down 14 percent.

Edited found that new arrival of denim shorts are up 13 percent in the last three months compared to this time last year, however sales growth has slowed, indicating that consumers don’t feel the need to replace their denim shorts each year.

Overall, festival fashion has seemed to hit a wall, serving up cutoff shorts, fringe and rompers each season. However, Edited sees the potential for embroidered denim to inject newness to the category. The firm reports that sell outs for embroidered denim are up 199 percent. Sales are also showing that there’s opportunities for men’s retailers to increase their festival promotions and for luxury retailers to get in on the action.

“This is the space to test the most out-there runway and street trends to capacity. Create clothing that embraces the hedonism of millennials, they’ll thank you in the selfies,” Edited stated.